Marketing today isn’t usually about a product. Or direct sales. Or traditional advertising.
Those can be important – but they’re not what good marketing is about.
Good marketing is about Expertise. Expertise goes hand-in-hand with being Unique.
Being an Expert in your field makes you Unique. Because most people trying to market what you’re trying to market probably aren’t Experts at what they do. They’re probably just trying to sell, sell, sell.
But knowing your industry inside-out, having a track record of success, knowing the players and the tools; that allows you to sell yourself (or your company or not-for-profit) as something your prospects or clients can’t get anywhere else.
Newman Development Group are Experts at developing and redeveloping land for a variety of uses. They know how to navigate the legal and municipal challenges, work through construction, get stores open, and everything in between.
eni are experts are Experts at providing wellness services to businesses and corporations. They provide ways for their clients to have happier and more productive employees.
The Northeast Classic Car Museum has more fantastic antique and classic cars that any other public museum in a dozen states. And they have a staff and volunteers who know those cars and their stories like no one else. They even blog about it.
Being an expert gives you a leg up on the competition because it eliminates most of those competitors.
So, ask yourself, am I an expert?