Why Focused, Effective, and Profitable Matters!
Hey!
I’m thinking about positioning right now and I wanted to return to where I’ve been putting my positioning this year which is:
Focused
Effective
Profitable
In making any positioning statement, you must make a choice between being about something or against something.
I’ve, obviously, picked being against something…
Maybe, you didn’t pick up on that.
But I’m standing against buzzwords and BS.
Why does this matter?
As we head through the pandemic with a bit of a light at the end of the tunnel, I’m going to pop off about these three things and why they matter really quickly.
Focused:
Here’s the thing, Byron Sharp is one of the holy trinity of marketing professors to me: Byron Sharp, Mark Ritson, and Scott Galloway.
Byron Sharp’s philosophy of marketing is that you CAN target everyone.
I don’t buy it because most companies don’t have the budget or impact to do it or need to do it,
So, you need to focus.
By focusing I mean you need to fill the spot in the middle of STP, targeting.
Pick a destination and tune in to it.
That’s focusing.
If anyone is curious, I did a proper segmentation and targeting effort at the end of the year. I’ve picked two targets.
But the key is that you have to focus on some part of your industry. You can’t be everything to everyone.
Effective:
Doesn’t this say a lot?
Effective means having an impact, at least to me.
Moving folks forward.
Getting things done.
Not spinning your wheels.
We are focusing on effectiveness because we have to get things done to really be meaningful.
Profitable:
What is marketing if it isn’t profitable?
I know that is controversial right now, but marketing is about making profits.
Not sales.
Not revenues.
Profit.
You do that by focusing on the customer.
Doing your research.
Going through STP to get to a solid strategy.
Building up the 4 Ps and rolling through things.
I’m a step-by-step kind of guy…and this is why I’m heading in that direction, even now.
Let me know how y’all are doing.
Dave