Before Marketing Business, Have a Story to Tell
NEW YORK (TheStreet) -- Before a small-business owner can effectively market their company, they must be able to differentiate themselves from the competition -- especially if they are selling common, commoditized items or services.
"The best marketing really needs to start by understanding not the thing you make or the service you provide, but how your product fits with clients and customers," says Art Saxby, founder of Chief Outsiders. The company places chief marketing officers into growth and midsize companies that can't afford to hire a full-time marketing executive. They typically stay for six to 12 months to help implement a strategy.
"How can you differentiate your company, your service, versus other people that make similar things? That may be in how you deliver it or maybe how you do your billing, or maybe you're the easiest company to deal with or you have the fastest turnaround," Saxby says. "Positioning a company is done more by understanding how you deliver your product or service to your customer differently than everyone else."
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