Everyone is special at something. At least that is what my mother always tells me.
|We are #1|
Marketing your “oneness” is a fine art and well-practiced
technique for communicating that you are the best at what you do. But not
everyone can be the most popular wine, the largest dry cleaner in the tri-state
area or the garden center with the most loyal customers who are deeply rooted in your business.
But we're # 1 is an often repeated rallying cry from baseball to
|Blinded by the light of #1 |
Can you find a way to segment your market so that you too
are best in class? Sometimes you just have to slice things up very thin and narrow. Maybe if you think in terms of geography, (neighborhood not city or state),
customer target (mid-sized marketing departments) or channels (#1 seller of sun-blocking blinds to independent convenience stores).
But what are you #1 in? Here are some ideas to help spark
Can you claim to be the #1 spa in your city based on your
ratings by Yelp?
|Rock star at the #1 spa|
WE ARE THE NUMBER ONE SPA BASED ON CUSTOMER
Can you claim to be the #1 brand of jam sold in specialty
food stores based on records from the gourmet distributor serving the market?
|We be jammin' at #1|
WE ARE THE NUMBER ONE JAM SOLD IN SPECIALTY
STORES IN WAKE COUNTY
*based on sales data by Specialty Distributors INC.
Can you claim to be the #1 brand of software used in
mid-sized companies by marketing professionals?
|#1 brand for mid-sized marketers|
WE ARE THE NUMBER ONE SOFTWARE BRAND IN MID-SIZED
COMPANIES FOR MARKETING PROFESSIONALS IN NORTH CAROLINA
*as rated by a survey of 500 mid-sized firms
in News & Observer
There is always a way to find that oneness. And don’t
underestimate its marketing importance. People
want help making choices where you eliminate risk. If a product or service is
#1 in something, it means plenty of others are satisfied with what you do. It
is an unofficial endorsement that you can leverage on packaging, on sales
brochures and of course online. Often it comes at little cost to promote this distinguishing accolade.
Being #1 in something also helps you identify where you are
strongest as a brand, product or service. If, for example, you are the #1
selling tax service among female owned small businesses, maybe that helps you
understand something about where your value proposition resonates most.
Wouldn’t you want to work with someone who is #1 in service
and satisfaction if you were hiring a plumber to work on your faulty pipes?
If you never bought a chainsaw, wouldn't you want to buy from a leader who chops up the competition?
If you like music from Mississippi, don't you want to listen to someone who is rated #1 in that market?
|#1 in Mississippi Music Scene|
would you prefer to eat at the Thai restaurant rated #1 by your neighborhood?
|Thai one on with #1|
Slice up your market.
Find a way to honestly state your
oneness and deliver your benefit to help customers pick you. Provide the
evidence of your claim and tell the world you are #1.
|Jeffrey Slater and Mom (Bea Slater) |
By the way, my blog, MomentSLATER is the #1 marketing blog
in the world based on a survey of one- my mother.
I am a marketing professional with over 30 years of experience creating success. If you enjoy these blog posts, please sign up to receive them in your email or share them with other marketing friends who might be interested in these topics. You can comment on this blog, send an email to me at JeffreyLynnSlater@gmail.com or as the Car Talk guys on NPR like to say, write your question on the back of a $20 bill and mail it to me. Thanks for traveling along with me on this journey.
Labels: Being #1, Marketing Moments, oneness, we're # 1