THE ACADEMY OF BUSINESS STRATEGY
STRATEGIC MARKETING BLOG
How you really are vs. how you are perceived. A huge difference
AUTHOR
Brian Gibson (CBS) MBA
If you concentrate all your efforts on the “Inside Reality” but you don’t know how to do your marketing (I’m going to show you how in this series of articles) you’re setting yourself up for frustration. You’ll be pulling your hair out trying to figure out where YOUR big bag of money vanished to, or you’ll feel like you’re the “best kept secret in town.”
Here’s what I’ve found over years of doing this. Most businesses could stand some improvement in both areas…. but they struggle the most with the “outside perception,” or in other words… they’ve built good, solid companies – they offer good value – but with all of the competition that exists, they have problems differentiating themselves in the marketplace. They’re not communications experts.
Regardless of your situation or where you’re at now, that’s what my marketing system is all about… improving both the “Inside Reality” and the “Outside Perception” of your company. Part of the system deals with innovation and how to make your business competitive from a product, operations, and management standpoint; Then the system also deals with how to communicate and do the marketing – whether that be advertising, direct mail, web-based, or whatever – so that it effectively separates you from your competitors in the minds of your prospects.
Say It Well and Say It Often
The late great business philosopher Jim Rohn (who consulted and lectured to audiences such as IBM, Proctor & Gamble, Merck, General Motors, Pratt and Whitney, Motorola and so on) probably summed it up best. He says to communicate powerfully, first, you’ve got to have something good to say; then, say it well; and finally, say it often. Does that make sense to you? Have something good to say, say it well, and say it often.
Chances are excellent that you’ve already got something good to say, and if not, innovation is an inevitable byproduct of implementing my marketing system. I’ll touch on innovation more later in this series. My system then helps you improve the “Outside Perception” of your business, or in other words, how to say it well and say it often so people will instantly recognize you as the best choice. You become their no-brainer best decision.
Most Company’s “Outside Perception” is NOT an Accurate Reflection of Their “Inside Reality”
Can you see why it’s imperative that these two factors be considered at the same time? Just teaching you how to innovate leaves you with a wonderful, innovative company that nobody knows about. Just teaching you sales or marketing or advertising techniques will drive in business that won’t stick around because there’s no value. You have to consider both your “Inside Reality” and your “Outside Perception”. Mine is the only program I know of that integrates these two important aspects of growing your business.
Stop and think for a minute: what is the “Inside Reality” of your business? What is the “Outside Perception”? Don’t consider what your current customers think about you so much – even though that’s important – consider most what your prospects think about you. Can they perceive that you’re any different or any better (or any worse) than their alternatives by looking at your ads? What about your brochures? What about your website? Chances are they can’t. Which means even though your “Inside Reality” may be good; your “Outside Perception” is probably average, or worse – non-existent.
Go grab your marketing, look at your ads and take a look at your website. Is it instantly obvious specifically and quantifiably what makes you better and unique and different? Do you show your prospect how to judge your industry, what factors they need to consider when deciding, and how you provide value?
You’ll realize as these concepts start to sink in that the crux of all the marketing problems that exist – including yours – can be wrapped up into one simple statement: Most company’s “Outside Perception” is not an accurate reflection of their “Inside Reality”. I’m going to repeat that one more time for emphasis: Most company’s “Outside Perception” is not an accurate reflection of their “Inside Reality”. What my marketing system does, first and foremost, is fix that…
I challenge you to do the same, for greater success.
ABOUT THE AUTHOR
Brian Gibson (CBS) MBA is an approved Certified Business Specialist (CBS) with the Academy of Business Strategy and his specialist subject is strategic marketing. He has achieved an MBA, has been employed as a Marketing Consultant, Author and Vice President for a variety of different companies and has experience within the financial service, professional service, hospitality, travel, FMCG retail, manufacturing and telecommunications industries. A selection of his clients or employers have included Allstate Insurance, ATT, Boeing, Carnival Cruises, Dupont, FedEx, IBM, Marriott, Proctor and Gamble, JC Penny, Royal Caribbean Cruises and Wells Fargo. He has geographical working experience in the USA, Canada and Brazil. His native language is English. His service skills incorporate marketing and sales, communications, presentations, training, coaching and growth management. To contact Brian Gibson, please contact the Academy of Business Strategy by forwarding an email.
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Posted February 9, 2013 by Susan Lyle in Brian Gibson (CBS)
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