WHAT IS YOUR BUSINESS MARKET DOMINATING POSITION?
By Peggy Brockman – Business Success Coach
Last month we discussed the Four Step Formula – The Conversion Equation that helps connect your prospect to you and secure them as a customer/client. You use this for print and for your website and really any other type of advertising.
In case you missed last month….You must have a headline that INTERRUPTS, then a sub-headline that ENGAGES, then the body copy must EDUCATE them and finally, you make an OFFER to provide them with something like a report, an audio/video, a webinar or seminar….a FREE tool to help them out AND to capture their name and email for future webinars and training materials you send.
As a business and marketing expert, the first thing I teach my business coaching clients is the importance of setting their VISION and then we work on how to create the right message around their MARKET DOMINATING POSITION (MDP)….one that puts them ahead of all their competition….one that makes them stand out.
Why did Dominos become a billion-dollar giant in an overcrowded pizza market in just a few years?
• They offered the exact same pizza as ALL of their competitors!
• They created a market dominating position…which was fast hot pizza, targeted specifically for hungry college kids.
So to define your MDP, ask yourself this….what, if anything, makes your business different from your competitors as perceived by your targeted prospects and customers? What makes you stand out? Something your audience will feel is of great value to them. Now, before you go there, “best customer service”, “we are friendly”, “we care about our customers”, etc. are NOT acceptable answers. Those are all things your customers EXPECT from you and any other business. You want to come up with something different.
When you create your own MDP, you will consistently get businesses and individuals to choose your business over your competitors. A “market dominating position” is any value-added customer perceived benefit, or a combination of benefits, that differentiates you from your competitors… and does so in a strong enough manner that it makes your business the logical choice in the minds of your prospects and customers.
You may offer several services – if so, you need to have an overall MDP for the main thing you do. You can then break your specialties out in to separate categories and market each separately. All you need to do is create a landing page/site you can direct them to get information and sign up for your free offer. You can then have links to a main website if you would like. REMEMBER…..Keep it simple!!!
If you would like to learn more about marketing your business successfully, I have several videos and training pieces on my Business Coaching website www.SuccessToolsForYou.com. Go check it out and take advantage of the teaching tools available FREE to you there! Until next month…
Peggy Brockman is “The Lady with a Plan”. She is a member of the John Maxwell Speaking, Training and Coaching Team, the Author of “10 Feet from the Edge: Stuck in the Comfort Zone” and soon to be released, “Secrets of a Business and Marketing Genius”. Peggy provides an E-learning system for her business coaching clients to help them create great success with their marketing and lead generation. She is also an expert in personality and behavior styles with a success system for hiring and managing your employees. You can contact her by email at [email protected] or by phone 850-259-8356.
