The book ‘The Tipping Point’ was written by Malcolm Gladwell it was first published in the year 2000. In order to write this blog I looked up the word tipping, which means to tilt, slant, prompt and predispose.
It is the last word that I want to focus on. To predispose means to give an inclination beforehand. So my question for you becomes; what are you doing in your business to give an inclination to your potential clients beforehand of the type of business service you can provide to them?
In your promotions do you talk about your low pricing? In your advertising you do promote your craftsmanship? In your marketing do you stress the length of time your business has been in existence?
If you are committing any of those actions you have forgot the one key question that all potential clients are asking – ‘What will this product or service do for me?’ Why would you focus on your low pricing, your craftsmanship or the length of time the business has existed?
All that you are stating is something that you are proud of. That is not ‘Expressive Marketing’. In future blogs I will discuss this type of marketing further.
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