Getting Back to Marketing Basics, They Worked Before the Internet and They Currently Work Online

Over 18 years of working with a number of different clients on their online marketing,some don't know where their brand or company is positioned in the Internet marketplace.  In turn, if your team doesn't have clarity around your position in the market, your consumers won't either.

It's important, as part of your planning and online strategy process, to have a positioning statement written.  It helps you and your team members stay true to your vision of the product while providing a clear identity.  (It also helps as an elevator speech when someone asks what your product does?)

The mechanics of writing a online positioning statement are easy (the challenge of creating meaningful content falls on your shoulders).  What I do is create a spreadsheet with seven columns (for the below seven items).  This formula is defined by Geoffrey Moore in his respected book Crossing the Chasm.  (Copyright 1991, Harper Collins Publishers)  These elements will make an effective positioning statement.

1.  For:  Enter who the target customer is
2.  Who:  Enter a statement of the need for the product or opportunity
3.  The:  Enter your product name
4.  Is a: Enter the product category
5.  That:  Enter the key benefits or compelling reasons to buy
6.  Unlike: Enter the competitive alternative
7.  Our product:  Enter a statement of what differentiates your product from the competition    

Now combine the above elements into a paragraph and you have an excellent online positioning statement for your product or brand.

Now go sell something!

Are you looking for a great public relations company in Spokane Washington?  Good news... visit 

Helping Your Business on the Web for FREE! Marketing Tip #1

by Rick McNeely

Here's a marketing secret, do not let your Google Places Page be a flop! 

Ever search for a business on Google? Sure you have! In fact, according to Google, 97% of consumers search for local businesses online. Just like the majority of consumers in your town, when they search for a product or service they do it on Google. It is there, in the local search page results that a hidden jewel lies. It's obviously hidden because many businesses are not taking advantage of this free bit of valuable marketing.

Try it yourself and search for a flower shop (or any local business)on Google. Across the top and right- hand side of the page you will see sponsored ads (national and local businesses are paying for these ads), and just below you'll see local results. Click on “Google review” or “Places Page” to see what customers are saying and how some businesses are making the most out of these listings. Your Places Page shows your business name, address and phone number along with consumer reviews. Best yet, these listings are free! So why are many businesses not using them while others are providing consumers with images, videos and sale offers? That's a good question!

These are easy to set up and very valuable. To find out more about setting your page up as well as a list of FAQs, click here!  Or, if you'd like us to set your page up for you drop the Marketing Heretic an email.We can help you gather reviews from from your customer as well as keep your page updated with images, video and other content.  Google Places and local search advertising on Google is a valuable component of your marketing strategy and it's free!

Stand by for our next Marketing Tip to see how you can use your Places Page to launch an affordable turnkey pay per click advertising program using Adwords Express from Google.