Mind Your Marketing: No Matter What Your Specialization or Niche, Show Why You Care
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Marcia Yudkin
Apr 23, 2013, 7:30:05 PM4/23/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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Article Title: Mind Your Marketing: No Matter What Your Specialization or Niche, Show Why You Care
Author: Marcia Yudkin
Word Count: 575
Article URL: http://www.isnare.com/?aid=1717662&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1717662
Easy Publish Tool: http://www.isnare.com/html.php?aid=1717662
*********************** ARTICLE START ***********************
One September, if you counted all the number of political signs all around my neighborhood, you would have concluded that the hot upcoming election was not a race for the President, the House or the Senate but for Register of Deeds. I am not kidding!
Our county's current Register of Deeds was retiring after 23 years in the office. The four candidates vying to replace her debated one another, and the local paper published profiles of them. All this made me curious, because in my mind, Register of Deeds is the ultimate nerdy elected job. What in the world was there to care about, much less debate?
The candidates differed, I learned, when it came to what the Register of Deeds could do about so-called "robo-signed" documents, which played a role in many fraudulent foreclosures. One of the candidates had a vision of what could be done to make land records more usable by genealogy researchers.
Another explained that as Register of Deeds, she would help protect the typical family's largest investment, their home. She also pointed out that old land records are often crucial in determining which roads in the county are public and which private.
This little exploration into something I'd never thought about before hammered home a few general marketing lessons.
1. No matter how nerdy your specialty, there are probably numerous possible ways to explain why it's important and why you care about it. Why is this service important for the person being served? How is it relevant for others in society? What values are promoted by the work you do?
2. See if you can connect your specialization to a controversy, an event or an achievement that the average person probably has heard about. This adds to the perceived value of your work contribution.
3. Explain your ideas about getting the job done well. Had I been present at the Register of Deeds debate, I'm sure I would have gotten a clear sense of particular priorities emphasized by each of the candidates more than the others. Without realizing it, you can likewise come across differently from competitors just by the way you describe this factor.
Let�s suppose now that you�re a nutritional labeling specialist. For packaged foods clients, you analyze food products to determine compliance with all the federal regulations on printed food labels. Instead of simply describing in a technical fashion which kinds of labeling information you provide, you could stand out vis-a-vis competitors with the kind of elaboration described above. Remind potential food entrepreneur clients that correctly analyzing the nutritional content of foods helps consumers obtain all the nutrients they need, comply with medically necessary diet restrictions and avoid triggering life-threatening allergic reactions. Proper food labeling saves lives, in addition to complying with the law.
Don't take for granted that the person in a position to buy your product or service understands what's at stake. Probably they do not. By spelling out the factors identified above, you make "votes" � purchases � for what you sell much more likely.
A bookworm as a child, Marcia Yudkin grew up to discover she had a surprising talent for creative marketing. She�s the author of more than a dozen books, including 6 Steps to Free Publicity, and she mentors introverts so they discover their most comfortable marketing strategies.
http://www.yudkin.com/introverts.htm
About The Author: A bookworm as a child, Marcia Yudkin grew up to discover she had a talent for creative marketing. She�s the author of more than a dozen books, including 6 Steps to Free Publicity, and she mentors introverts so they discover comfortable marketing strategies: http://www.yudkin.com/introverts.htm.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1717662
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1717662
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1717662
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Mind Your Marketing: No Matter What Your Specialization or Niche, Show Why You Care
Author: Marcia Yudkin
Word Count: 575
Article URL: http://www.isnare.com/?aid=1717662&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1717662
Easy Publish Tool: http://www.isnare.com/html.php?aid=1717662
*********************** ARTICLE START ***********************
One September, if you counted all the number of political signs all around my neighborhood, you would have concluded that the hot upcoming election was not a race for the President, the House or the Senate but for Register of Deeds. I am not kidding!
Our county's current Register of Deeds was retiring after 23 years in the office. The four candidates vying to replace her debated one another, and the local paper published profiles of them. All this made me curious, because in my mind, Register of Deeds is the ultimate nerdy elected job. What in the world was there to care about, much less debate?
The candidates differed, I learned, when it came to what the Register of Deeds could do about so-called "robo-signed" documents, which played a role in many fraudulent foreclosures. One of the candidates had a vision of what could be done to make land records more usable by genealogy researchers.
Another explained that as Register of Deeds, she would help protect the typical family's largest investment, their home. She also pointed out that old land records are often crucial in determining which roads in the county are public and which private.
This little exploration into something I'd never thought about before hammered home a few general marketing lessons.
1. No matter how nerdy your specialty, there are probably numerous possible ways to explain why it's important and why you care about it. Why is this service important for the person being served? How is it relevant for others in society? What values are promoted by the work you do?
2. See if you can connect your specialization to a controversy, an event or an achievement that the average person probably has heard about. This adds to the perceived value of your work contribution.
3. Explain your ideas about getting the job done well. Had I been present at the Register of Deeds debate, I'm sure I would have gotten a clear sense of particular priorities emphasized by each of the candidates more than the others. Without realizing it, you can likewise come across differently from competitors just by the way you describe this factor.
Let�s suppose now that you�re a nutritional labeling specialist. For packaged foods clients, you analyze food products to determine compliance with all the federal regulations on printed food labels. Instead of simply describing in a technical fashion which kinds of labeling information you provide, you could stand out vis-a-vis competitors with the kind of elaboration described above. Remind potential food entrepreneur clients that correctly analyzing the nutritional content of foods helps consumers obtain all the nutrients they need, comply with medically necessary diet restrictions and avoid triggering life-threatening allergic reactions. Proper food labeling saves lives, in addition to complying with the law.
Don't take for granted that the person in a position to buy your product or service understands what's at stake. Probably they do not. By spelling out the factors identified above, you make "votes" � purchases � for what you sell much more likely.
A bookworm as a child, Marcia Yudkin grew up to discover she had a surprising talent for creative marketing. She�s the author of more than a dozen books, including 6 Steps to Free Publicity, and she mentors introverts so they discover their most comfortable marketing strategies.
http://www.yudkin.com/introverts.htm
About The Author: A bookworm as a child, Marcia Yudkin grew up to discover she had a talent for creative marketing. She�s the author of more than a dozen books, including 6 Steps to Free Publicity, and she mentors introverts so they discover comfortable marketing strategies: http://www.yudkin.com/introverts.htm.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1717662
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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