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Your Online Guide » Ideas for Marketing » Guide To Marketing

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by Peter Geisheker, Pet

The answer is positioning. Positioning is a tool you can use to reach your target consumers in today's crowded marketplace. Because of this high volume of information, the average consumer generally only accepts what they are familiar with, based on prior knowledge and experience. This makes it difficult for a new business to reach its market.

But this is where the beauty of positioning shows itself: consumers oversimplify the information presented to them, and they only accept things based on their perceptions. This means that, as a business targeting that consumer, you just need to present a simplified message that is consistent with what the consumer already believes. Instead of focusing on your product, you focus on serving the perceptions of the consumer. In basic terms, it's about them, not you.

What's the easiest way of doing this? Be first. If you are the first-ever in a category of products, good for you. If you are not, that's okay too. Find a unique position that you can claim, and be the first one to it. People rank brands in their minds, so if you aren't number one, relate yourself as an alternative to the number one brand. For example, 7-Up was number three, behind Coca-Cola and Pepsi. So it marketed itself as the “Uncola”. That's smart positioning – and it worked.

Attacking the leading brand to dethrone it is usually a mistake, particularly in the short-term. Instead, try to grab some of their market share by presenting yourself as a smart alternative. If you're not the first in line, then you need to find a unique, unoccupied position in the minds of consumers. Here are a few different ways you can reposition yourself as a unique brand to the consumer:

• Target a specific, under-served age group
• Target a gender that the others are missing
• Offer a quantity that the others are not
• Offer a particular price point that your competition is not

It's often said that when you try to please everyone, you please no one. This statement couldn't be more true for your marketing. Find a unique target, don't try to make your product appeal to the masses. If you try to be everything for everyone, you will wind up being nothing to everyone.

This does not stop at products: anything you plan on selling, including services, need proper positioning. And it takes time – but it is time well worth the trouble. That position that you settle on will influence your entire marketing mindset. Hammering the consumers with your unique position will carve out a place in their minds for you and your brand.

Find that angle that makes you special, and craft your marketing around that idea. When you find that angle, you've found your position in the marketplace. Focus on it, and the consumers will take notice.


* An increase in traffic from the article directories, through the links in your author's bio/resource box. More traffic again when copied from the article directory and published by other webmasters.

* An increase your status and will get you recognised as an authority on your chosen subject.

* Publicise and advertise your product, if you wrote about it.

* The article may stay in circulation for months or years.

* It is free.

* Articles can be used to fill your newsletter or ezine and build a list of loyal subscribers.

The question on your mind right about now may be, "Sure Gerry but I am not a writer what do I do? How can I produce articles?"
Write about what you know

It may sound obvious, but you should write about a subject with which you are familiar. If you write about a subject that is as much a mystery to you as it is to the people reading your article it will be obvious and your article will not have the desired effect. In fact, it may discourage people from visiting your site. If you are interested in animals and dogs in particular, then you should choose this subject for your website and your articles.

Do your research

Get your facts right before you start. Nobody will publish your article if it is factually incorrect. It would damage their reputation and their website's also. Research means reading books and confirming what you think you know. Often we think we know things and find that they were just urban legends or old wives tales.

Do not copy someone else's work

Plagiarism is nasty and just plain bad manners. Unfortunately, it is common to find that your article has been copied without your credit (resource box), and more importantly your link, attached. A friendly email to the webmaster usually sorts this out without a fuss.

Make your article informative

Some people have a talent for writing articles that go on and on and tell you nothing of any value. Articles like this are not published by other webmasters, even if you succeed in getting an article directory to accept it. Make your article informative. Make sure that it contains facts relevant to the subject of the article. Be descriptive but don't go on too much or you will bore the reader.

Layout

Organise your information in a manner that is easy for your readers to absorb. Break it up into short paragraphs. If you keep the entire article in one lump, it will be too difficult and will put most people off. Using bold, italics and bullet points helps to make the information readable and understandable.

The title

I am tempted to say that the title should be an attention grabber. It does but that has been just about done to death by everyone else. Just look at the list of article titles in any article directory. Which one gets your attention? Is it one with a title like a Sunday newspaper headline or the one that indicates that the article might have the information you want. Don't go for the glamour headline. If you want webmasters to pick up and re-publish your article, make it one you would use yourself. Remember that because of your rights to the article the webmaster cannot change it without your permission.

The mechanics of article writing

1. Choose a topic.

2. Jot down your ideas.

3. From your ideas, choose headings.

4. Organise the order in which you want to make the points.

5. Write a paragraph on each point.

6. Summarise.

7. Edit.

8. Get someone else to read it and check for mistakes.

The bullets above are self-explanatory. It makes the job easier if you have a plan. Work with this plan and you will not go far wrong. You can of course tweak the plan and change it to suit your own style of writing.

There are people who can just sit down at a PC and after ten minutes, they have an article worthy of a PHD. But, we are not all like that. Most of us will follow the plan, after reading the article make huge changes again and again until we are happy with it.

It is a good idea to get someone else to read the article before you submit it to an article directory. They will see things that you never would see. I don't know exactly why but we somehow overlook many of our own mistakes when reading something we wrote ourselves.

Don't forget that the spell-check does not always know what you are trying to say and therefore will not always pick up on words that are spelled correctly but used incorrectly. Examples would be words like: to instead of too or two, or like: form instead of from. This is because the errors are words and you will not notice the errors at a glance because all the letters may be there but they are making a similar but wrong word.

When starting out try to put yourself in the reader's place and imagine what you would want from the article if you were reading an article on that subject then make it your objective to give it to them.

Don't spend your time in the article talking about your problems. People are not interested. They want to hear about how to solve their problems and how you or your product can help them.

Try to avoid clich's because everyone else is going to be using them. By all means read everyone else's articles first you will very likely pick up a few more dos and don'ts and get a better idea of what you want to do yourself. .

A good tip I have seen in many places is to write as you speak and then edit the result. Make it conversational but not too casual.

Lastly, take your time

Article writing is doable but I am not saying it is easy for everyone. Take your time and don't be discouraged if you don't write a prize-winning article first time. You'll get there if you keep trying.

One other point. Always submit your articles to the correct category. Webmasters do not want to be put out by having to move your article to the correct category, so they will simply delete it.
Article Source : marketing mix concept

About Author
Both Peter Geisheker & Ashu1 are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Peter Geisheker has sinced written about articles on various topics from Medical Tourism, Home Management and Brochures. Peter Geisheker is the CEO of The Geisheker Group of . The Geisheker Group. Peter Geisheker's top article generates over 27100 views. to your Favourites.

Ashu1 has sinced written about articles on various topics from Marketing, RSS and About Web Hosting. For more useful tips & hints, please browse for more information at our website: - . Ashu1's top article generates over 4400 views. to your Favourites.
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