An acquaintance contacted me a few weeks ago, anxious to get together. The urgency for the meeting seemed odd. We have many connections in common and these related folks urged us to meet, so we did.
This person – accomplished and very lovely – wanted to know if I was aware of issues related to her business. She wanted to know if I was watching her channel.
Maybe she was relieved when I told her that I was not aware of the issues she mentioned. We had a nice chat and that was that. When I left our meeting, I could not help but wonder why she thought her firm’s channel was on my radar. If I am in a position of influence, then her firm had done nothing to get me to tune into their message – or listen to her channel.
Too many companies assume that customers, prospects and influencers are watching their channel. Identifying the right audience – through extensive market research – and fine-tuning the message so that it will create market leadership is what gets people to pay attention to your channel. Most importantly, it takes diligence and consistency to create a channel worth watching.
We get bombarded with invitations to watch far too many channels. Audience targeting, focused messaging, and diligence is the key factor in getting the right audience for your channel.
I have a lot of pet peeves. The small ones are the random use of bullets and lack of parallel structure. Marketing is all about communication and if you can’t frame your point, then what is the point?
But there is a bigger issue. My biggest pet peeve is lack of leadership. In my book, this is the leading cause of company failure.
I have the pleasure of being the spokesperson for one of our long time clients, The Career Exposure Network. This role is a blast and I am so grateful to have the confidence of this client to talk about them and the career landscape with publications ranging from the New York Times, to the Wall Street Journal, Investors Business Daily and even Glamour.
All of us will be posting our thoughts and perspectives on marketing.
I have been blogging – in my head – for years. Every time I read the New York Times, or any other publication or marketing book or marketing blog, I get inspired to share my thoughts.
Curious about our experience and how we have created market leadership for our clients?