Marketing needs to be concise, well articulated, and powerfully stated. It is low or no pressure. Marketing is one-way communication. It’s not afraid of rejection. It’s not obtrusive. People can review marketing at their own pace, when it’s convenient for them. And, if they aren’t interested, they can ignore it altogether. No commitment. That is why we need to talk about a marketing program.
In the Monopolize Your Marketplace system, we teach and implement a Marketing Program that helps businesses overcome the Confidence Gap. It accomplishes this by addressing two points-the Inside Reality and the Outside Perception.
The inside reality is everything your business does that makes you valuable to your customers. It is what gives you a competitive edge in the marketplace. It is all of your skills, your passion, your systems, the way you conduct your business. The outside perception is how customers and prospects perceive your business. It is the ideas and impressions consumers gain from your direct and indirect communication with them.
To be successful in business and to continue that success, your inside reality and outside perception should match. If you spend all your resources developing the inside reality and neglect the outside perception, you will be frustrated wondering why you are having minimal results with your superior product or service. On the flip side, if you focus solely on the outside perception and neglect the inside reality, prospects will soon find there is little value in the product or service and you will get little, if any, return business.
To conclude this introduction to the MYM system, I would like to reemphasize the point just made. I paraphrase Jim Rohn, a great business philosopher, in a lecture about personal communications he said: “First, have something good to say. Second, say it well and third, say it often.”
The Monopolize Your Marketplace system incorporates all three of these communication elements thoroughly. About 25% deals with having something good to say or the inside reality, the remaining 75% deals with saying it well and saying it often or the “outside perception.”