Page 80 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com

What Else Positions and Focus Can Do for You

They will make your word of mouth more effective. Instead of passing on the
word that you are a marine service contract company, for example, people
will be more apt to say you are America’s original marine service contract
company—a much more powerful position to boat owners who want their
service contract provider around two years from now, when the lower unit
on their boat engine blows up.

They will make your “word of elevator” more effective. Employees can be
effective marketers just riding up the elevator—particularly if they have
something powerful to say about your company. The reverse, unfortunately,
also is true: Employees can hurt you if they do not know what makes your
company special. When someone asks your uncertain employee about your
company, and the employee gives a vague reply, the person often will
interpret that response as indifference—and no one wants a service
company with indifferent employees.

They can rally your troops. A message that conveys what makes your
company special also can make employees feel special, simply by being part
of your company.

They will get your marketing communications— and the people who create
them—working as one.A clear position and focus gives everyone marching
orders. The people behind your direct marketing, telemarketing, and
advertising will know what to emphasize. People exposed to your message will
see a common face and hear a common tune. They will learn exactly who you
are.