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Write You - Signaling Criteria and a Marketing Mistake
Key control, or more accurately the lack of key control is one of the biggest risks that businesses face.What is the risk?Imagine, you have fired a trusted employee, unknown to you that person had a spare key to your business, they c
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, a
When you look around the corporate landscape today, you see plenty of highly paid executives. These men and women are obviously all smart, hard working and powerful. But do they have the key leadership attributes of the greatest men and women in
And that’s the essence of signaling criteria.
In his classic Competitive Advantage Michael Porter mentions two types of buyer criteria:
Many marketers think their job ends at providing effective signaling criteria. We say: “Hey, I’ve told a great story, I’ve produced a super TV spot, my click-through rates are fantastic—I’ve done my job.”
And by one measure, you have. If you are hired to write a great ad and nothing else, then yes you’ve certainly done the client right. But if you own a small business, or if you are in charge of company-wide marketing, or if you own an agency that wants to keep an account for years, then you better quickly learn to pay attention to use criteria.
Because, as Porter so accurately point out, a company can make an OK product and create superior marketing communications and best a company that turns out a superior product but fails to let the customer know how great the product really is.
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, an
The three main option come from the stock market. The stock market is a place where you have to think fast and a mistake can cost fortunes. Analysts feed the stock market with advices about individual titles. Any such an advice comes with a main a
Many marketers think their job ends at providing effective signaling criteria. We say: “Hey, I’ve told a great story, I’ve produced a super TV spot, my click-through rates are fantastic—I’ve done my job.”
And by one measure, you have. If you are hired to write a great ad and nothing else, then yes you’ve certainly done the client right. But if you own a small business, or if you are in charge of company-wide marketing, or if you own an agency that wants to keep an account for years, then you better quickly learn to pay attention to use criteria.
Because, as Porter so accurately point out, a company can make an OK product and create superior marketing communications and best a company that turns out a superior product but fails to let the customer know how great the product really is.
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, a
Many employees do not wish to work hard; some are disillusioned and others feel the pay and benefits are substandard. Indeed although the unemployment is below 5% some feel that they are under employed. Some employees feel that the illegal immigra
And by one measure, you have. If you are hired to write a great ad and nothing else, then yes you’ve certainly done the client right. But if you own a small business, or if you are in charge of company-wide marketing, or if you own an agency that wants to keep an account for years, then you better quickly learn to pay attention to use criteria.
Because, as Porter so accurately point out, a company can make an OK product and create superior marketing communications and best a company that turns out a superior product but fails to let the customer know how great the product really is.
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, a
No job lasts forever and for some, the sour taste and deflated feeling of getting fired may occur once or even more than once in a lifetime. This event may or may not have been of his or her doing. Dealing with a job termination doesn't have to be
Because, as Porter so accurately point out, a company can make an OK product and create superior marketing communications and best a company that turns out a superior product but fails to let the customer know how great the product really is.
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, a
Lets assume that your resume has been completed and you are ready to submit the resume to your prospective employer. That is good. But what can you do to get past the interviewer’s perusal and at the same time minimize your chances of being reject
For a while.
But eventually a competitor with “so-so” advertising but better products usually catches up with the advertising leader. The advertising message is forgotten, and the user is stuck with the product. And the product, unless it is really fantastic, doesn’t speak for itself. And if there’s a better competitive product out there, the customer is going to find it eventually.
And Porter wrote this in the 80s, before instant internet product reviews were available.
What’s the smart marketer to do?
Keep signaling--after the sale.
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