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Marketing secrets – tell no one!

Marketing secrets – tell no one!

The three fundamentals of marketing are…have something good to say, say it well and say it often. Let’s take a quick look at the first fundamental today… have something good to say.

This simple fundamental is neglected by virtually EVERY business owner.

To have something good to say means that your business MUST be unique when compared to all the others who sell what you sell.

You must be different… there must be something that separates your business from all of your competition.

When businesses copy each other, it forces them into price competition, price then becomes the ONLY differentiator for prospects to consider.

The only other option open is for the business to have a unique offering and to do that they must innovate.

Domino’s Pizza did this back in 1971.

Domino’s became a billion dollar business in an overcrowded market back then. Did Domino’s make the best pizza? Not even close!

Did they offer comfortable in-house dining like ALL pizza places did back in those days? No way!

Did they offer the largest selection on their menu? NO… they offered the exact same pizza as ALL of their competitors!

They dominated the market by having something good to say that was radically different when compared to ALL the other pizza franchises… fresh hot pizza delivered to you in 30 minutes or less!

But then Domino’s had to innovate in order to make good on that promise.

They specifically targeted hungry college kids living in crowded dorms (densely populated where few had transportation).

Domino’s went to small shopping centers located near the various college campuses and rented small storefronts just big enough to accommodate a pizza oven and a preparation counter.

One kid made the pizza’s while another delivered them.

The result – Domino’s became a billion dollar business in an overcrowded market.

You can do the EXACT same thing with your business.

And if you do, you will be well on your way to dominating your market, just like Domino’s did.

If you would like to know more and want to discuss how you can dominate your market, call Howard Kent 087 2555 263

About the author

Howard Kent: Kent Consulting Ireland are a Marketing & Business Growth consultancy providing Business Coaching & Mentoring to SME Business Owners


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