Know your space (and others')
That would certainly be one of my first questions (right after "Who exactly is Kent Miracle?")
Each client and situation is truly unique. So, while you may be most interested in, say, creative concept development or copywriting, there may be a few other skills I’m optimistic will be of
interest to you:
For many Clients this is the only place to begin. It’s inventory, so roll up your sleeves.
Here’s a place to start. Ask yourself:
In the consumer’s mind, what space do you occupy, or wish to?
Your brand resides somewhere. The question
becomes, are you where you can succeed? Where are your
competitors (not in your eyes, but the customer’s)? Where is the growth
potential (assuming that’s your goal)? What are you willing to give
up, in order to own something else?
The easy part? A template exists. The hard
part? Getting honest, drilling deep, and keeping focus. It’s an
invigorating, and challenging, procedure.
Curious? Here are Positioning Statement examples , from brands with which you’re familiar .
Inside your target audience is a far more important segment: The Core User.
This is the segment with the greatest potential to become your most
loyal customer, in every way that’s meaningful. They can be fanatical
in their commitment to your brand.
So, what’s the emotional makeup of the Core User?
What’s happening in their lives? What does a day in their life entail?
What will motivate them to devote a brief moment of consideration to
Just as important is determining who isn’t
your customer. A common mistake is the “everybody’s my customer”
illusion. Unless you’re selling oxygen or sunshine, this perception is
misleading to say the least, and dangerous for certain.
Q1: Do you really know them?
Q2: Are you willing to change based on them?
As honest and objective as we’d like to think we
are in looking at our own business, I’ve never seen a true SWOT Analysis
that didn’t benefit considerably from an unbiased, objective
third-party guide. Want to know more?
And it’s imperative. Otherwise your Media is just
expensive noise, delivering irrelevant (and perhaps obtrusive)
content. So if you’re cringing every time your ad runs, let’s get started.
The Cobbler’s Children
I hold myself accountable to the same business discipline I conduct on behalf of clients. So, here’s the blueprint for my website.