Top of the Mind Awareness is the key to Market Share
| When you think of pop, what are the first brands that come to mind? Chances are Coke or Pepsi are the #1 and #2 answers. Why is that? After spending billions of dollars in advertising over the years they have successfully gained top of the mind awareness for their category. And, customers purchase from companies they favorably recall. As a small business, you need to be at the top of our prospects’ minds. The biggest challenge is creating Top of Mind Awareness (sometimes referred to as TOMA), without breaking the bank!
If you want to stand out in a prospect’s mind, you need to be a standout. What is it that makes you or your business special? Is it your size, location, quality, speed, availability, or price (to name a few)? If you’re an also-ran, you’ll get run over. Yet most businesses cannot articulate what makes them different. Do yourself a favor and spend some time focused on this one item. If you’re in doubt, ask your best customers. They’ll know! Design your marketing message to reflect your unique position. Then repeat your message over and over and over. Repetition breeds familiarity and familiarity builds credibility. And that, we know, increases sales. Where else can you add your positioning message – on your signature line for your email, on your voicemail message? |
