Want More Marketing Success? Sharpen Your Focus!

Consider for a moment the task of trying to hammer a nail deep into a block of wood. Obviously, the sharper the point on the nail, the easier it will penetrate and the deeper it will go with a minimum of effort. And once it’s in, it’s there to stay.

Now, I’m not suggesting that your marketing works something like that. I’m saying it works exactly like that. To drive your marketing message into your target market’s mind, you need to narrow your focus. You need to narrow your focus until your marketing message has a sharp, hard point on it. That point is your Customer Buying Advantage – your CBA – (which we will develop near the end of this Step). The rest of your marketing story, the supporting information, is like the shaft of the nail. Once the point has gone in, the rest just follows naturally.

So if your marketing response has not been all you had hoped for, maybe you’ve been using a blunt nail…

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“The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.”

– Al Ries & Jack Trout The 22 Immutable Laws of Marketing

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