So Who Else Wants To Know How To Build Brand Equity?
(So At The End Of The Day It’s Really Worth Something Going Forward!)
Believe it or not. Entrepreneur if you’re serious and dedicated to “discovering” how to build brand equity? Without having extremely deep corporate pockets.
Then you definitely have some extremely hard hitting decisions to make. For one thing, you’re either going to attempt to simply write checks.
And sort of see where the marketing/promotional chips ultimately land. (Not recommended BTW. Just saying.) Or you can inexpensively test some non traditional marketing alternatives. Which over the long haul may or may not ever work.
But the strategic use of some type of A/B split testing. Will let you know within a reasonable amount of time. Which methods or strategies to double down on. But far more importantly. Which ones to eliminate asap. Make sense?
So How Do You Systematically Go About Leveraging Your Various Underutilized Resources And Or Assets?
What a great question. And thank you for finally asking it. First of all. The fact you or your major competitors know certain -proven or market tested strategies can actually help some of your best non directly competing vendors and or strategic cross promotional partners dramatically move forward. For literally pennies on the dollar.
And for whatever reasons, you’re not routinely sharing your proven discoveries with them. This is definitely an all too common example of underutilized resources and or assets sitting dormant.
Because imagine the overall long term positive effect either you and or your major competitors will constantly receive. Once you share with your top JV (Joint Venture) revenue sharing partners.
“Why” their current and future opt in email subscribers definitely don’t want “Mary” plain Jane, one message fits all email messages. (This is typically what a staggering 97-99% of your major competitors currently do.) Instead those subscribers want highly customized, (“What’s in it specifically for me?” “Me” mail messages.
Which means you and I have to further segment our subscribers follow up campaigns. Right after sending your all important “Welcome” email series. That single follow up or series of initial follow up welcome messages can be fairly genetic in nature.
But beyond that. Your subscribers have to feel like you have at least some idea “what” their major challenges or issues are. And your specific products, services and or proposed solutions is exactly what they want or need.
The Better You Know And Understand What Your Ideal Prospect Or Customer Wants! (The Better You Or Your Major Competitors Can continuously Serve Them!)
Have you noticed “what” a staggering 97-99% of your major competitors is trying to pass off as solution driven or marketing. In reality is nothing more than extremely self centered, “buy from me rather than my major competitors” types of messaging. Where’s the benefit to your end user consumer? Nobody really cares “how” long you’ve been in business.
Or the fancy designations behind your name. Until you carefully explain to them. “How” any and all of it benefits them. Consistently and strategically doing so is “what’ help you differentiate yourself from the pack.
Trying to scream glorified “Me too” advertising and or marketing messages louder and louder than your major competitors. Ultimately costs you even more money to be further and further ignored. (How freaking ironic is that?)
These side issues, like “who” just promoted within your company and or service. Or which or “how” many industries awards you’ve won or been nominated for etc.
(Not to be totally missed understood. While it’s certainly great to win awards and be recognized for this and that. Both as a company or service or individual. Entrepreneur this is “not” what your ideal prospects and or customers, especially your long term repeat customers care about.)
The Sooner You Let Them Know You Understand What Their Major Issues And Challenges Are! (And What To Do To Help Them Solve Them ASAP! The Faster You And Or Your Major Competitors Will Continuously Prosper!)
This cash draining, “Me too” advertising/promotional process, (sadly far too many aspiring entrepreneurs consistently engage in. Ultimately repels your ideal prospects and customers in a major way. On the other hand systematically helping them solve or proactively address their main issues and challenges or concerns strategically and systematically “attracts” them in droves.
(Plus they routinely share their awesome results with others. Both on and off of social media who may be experiencing the exact same challenges.)
And dramatically lowers your potentially expensive first time customer/client acquisition costs. (And that’s definitely “what” you want, is it not? (No worries me too.)
The bottom line is this entrepreneur. You can either keep wondering how to build brand equity. Or you can take the necessary proactive steps to consistently making it happen. Which option do you prefer?
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
that you can apply to your business, product or service in the next 30 days or less!
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And they’re pro-actively looking for potential guest speakers. Please don’t hesitate to-either- pass their name and contact information directly
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(Click the link just below, and watch the first video at the top of the page, if you’d like to see the entire 33 minute replay, of a guest podcast on
marketing your small business or service. I Recently appeared on.)
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