This happens more often than you realize. How many times have you read, listened to or saw an ad that initially looked interesting, and then shortly after you realized the product or service was not even remotely of any interest you?
For some reason the ad attracted YOU, but you were not the intended audience. What a waste of your time and their money. For some reason, they were able to attract you and draw you in – even for a short while – only to lose your attention. I wonder if they even attracted the right audience.
A worst scenario would be if it was your ad and no one paid any attention to it. Does your ad just blend into the din of advertising noise that we’ve all learned to tune out? I’m not talking about you recognizing your own ad in the clutter, anyone can do that. I mean, does your ad attract your intended prospect with something that is of interest to them and engage them to find out more information or remember you or your firm for a specific reason that is meaningful to them?
If not, I’ll wager to say you’re not talking to the right audience. And, perhaps even more accurately, your ad may have no audience at all. You may be just talking to yourself.
If that happens, you need positioning. It doesn’t sound like a sexy advertising term, but it’s the only one you need to understand before communicating anything about your firm. When you do your positioning homework – and it’s not that difficult an assignment – you will never talk to the wrong audience again - ever.
Seriously, once you do your positioning homework, you will know exactly who you are talking to. You will have defined exactly what they get from retaining you. And, you will have clearly stated why your firm is the only firm that delivers what you do in the way you do it.
In real estate they say, "location, location, location!” is the key to an excellent purchase. At Grow My Company, we emphatically say, “position, position, position!”
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