Trade publications help people in their industry improve their effectiveness. For marketing, one of the most trusted trades is Agility PR. When the editors asked Media Relations Agency CEO Lonny Kocina to submit an advice article, he wrote this piece about positioning. The headline, “The key question your marketing must answer: Why you?” emphasizes why your agency should never ignore this concept.
A 30+ year marketing industry veteran and best-selling marketing book author, Lonny knows that while marketing platforms constantly evolve, the basic concepts and principles remain unchanged. Every marketer must know why people should want to buy their product instead of the competition’s. Marketing to those needs and desires builds loyalty.
“It’s the subtle shades of difference that help consumers realize your product is the one that best fits their unique circumstances,” he writes.
“It’s easy to miss positioning when you are marketing your product. For example, your team might determine that the primary value points of your toothpaste are that it cleans teeth, has a great taste and freshens breath. Those are all good reasons to buy toothpaste, but they don’t differentiate one bit from every other toothpaste.”
He cautions: “People get stuck on the primary reasons people buy a product and fail to spend the time and effort on the nuanced differences that tip the purchase in their direction.”
Because his audience was other marketers, he used Media Relations Agency to illustrate his points. “Three nuanced reasons people choose our agency are our depth of marketing knowledge (read my book), our trademarked Strategically Aimed Marketing process (SAM 6®), and our 30-plus years working with the media creating news stories (we have arranged tens-of-thousands of them).”
If you want to instill more customer loyalty to your products, consider working with an agency that understands how to make that happen. Call us at 952-697-5269 or use this form to schedule time on our calendars.