Author Event with Bob Bloom – The Inside Advantage

Today at the Seattle Chamber Bob Bloom, author of The Inside Advantage, talked about his book and what it takes to grow your business.  Growing your business from the inside is the fastest and cheapest way, and what is inside your business is your Uncommon Offering.  An uncommon offering distinguishes you from your competition – it’s what only you offer.  Since business is all about the customer, your uncommon offering has to be tailored to your core customer and marketed to them only.  Bob Bloom stated he does not emphasize marketing and instead emphasizes only making your product known to your core customer, that customer who is most likely to buy your product or service in the quantity required for optimal profit.  Very insightful!  How many of us spend marketing dollars trying to appeal to a broader market to include those who use our services or products as add-ons and who don’t generate the kind of revenue we need to grow our businesses?!

To appeal to your core customer with your uncommon offering, the best strategy is to speak to their emotions.  BMW, for example, sells a driving experience; not a car.  What BMW projects is the experience and not the car stats, image appeal or features.  BMW appeals to our emotions, our desire for a driving experience.  How does your product or service uniquely appeal to your core customer?  It may be highest quality, fastest to market or easiest to get, but what does it do for your customer?  What need does it fill?  What problem does it solve?  What sets it uniquely apart from the competition?  To run a successful, growing business you need to stand on a platform uniquely designed for your feet, apart from your competition.  Own your offering and make it well known to your core customer.  For more detailed steps on how to accomplish this, you’ll need to read his book!

Kind regards,

Heather

www.championassistants.com

Assisting your success…virtually!

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