To craft a marketing strategy that brings in the business, you’ve got to home in on the problems your prospects face and then figure out how your products or services can be the solution.
In their book Guerrilla Marketing Field Guide, the founder of guerrilla marketing, Jay Conrad Levinson, and his wife and business partner, Jeannie Levinson, offer a step-by-step guide to launching a marketing strategy. In this edited excerpt, the authors offer advice for determining your company’s competitive advantages.
Even if you knew war better than anyone else, that’s no guarantee you’d be a good soldier. Knowledge alone doesn’t get the job done. The same is true about marketing. Knowing about it is a good thing, but unless you maneuver your knowledge into action, it’s pretty meaningless. It’s knowledge plus action that’s going to get you to your goals and beyond.
To put our battle strategy into action, you must first know why anyone would choose to do business with you rather than with your competitors. When you can answer that question, then you can determine and exploit your competitive advantage - something you’ll use in all your marketing.
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