Marketing Shorts 5: Aligning your Product
By Andrew Ferguson
As you learn more about you, and as your relationship with your public develops, keep your products or service aligned with this human reality.
Even if you are highly aware, even if you have identified a clear market niche, your product may let you down. You must constantly strive to keep your product at the top of its class. And it must be clear and easy to understand its benefits and outcomes. And it must reflect your unique difference in the world.
Good tests are how much you enjoy your work, how much fun you have with your clients, how good you feel about yourself and your product, how often you receive new clients by referral.
But you need to change/upgrade your product far less often than you think. You will tire of it long before they do, and may confuse them if you won’t leave it alone.
ACTION: Every 3 to 7 years, undertake a major review of your activity, research what your fans love about it (and what could be improved) and pilot any new versions and messages with 10 of them.
Andrew Ferguson
Chartered Marketer specialising in responsible enterprise
t: 020 7473 5544
www.LifeShift.co.uk
www.BreakthroughNetwork.Net
This article was posted by Andrew Ferguson
