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Mike Lieberman, CEO and Chief Revenue ScientistMon, Apr 15, 2013 5 min read

Marketing Strategy Has To Drive Innovation To Deliver Remarkable Results

Remarkable Products Every now and then, I see Reality Marketing in action beyond the walls of Square 2 Marketing. In case you forgot, Reality Marketing is the platform on which we create remarkable marketing strategies for our clients. These marketing strategies are always based on the “pains” of our clients’ prospects.

So when I find a remarkable marketing strategy in play, I like to use it to illustrate the point.

Take a look at the product pictured here: mulch with a built-in weed preventer? That's pretty remarkable, right?

Someone at the Preen corporate headquarters took an insightful look at the pains of her customers and realized, “people hate it when they put down mulch and then, a few days later, weeds start sprouting up.” The result was a remarkable new product with weed preventer built right in. Has anyone seen anything like this before? Of course not. This is great marketing.

Every business can do it, you just have to ask the right question: “What do people hate about doing business with us?” In this case, we hate it when we put down new mulch and weeds pop up the next day. Solution—put weed preventer in the mulch!

What do people hate about your products, your services or your business process? Be honest with yourself. Every business has room for improvement. Fix it in a way that your competitors don’t and you'll be on your way to having a much more remarkable business.

I know this isn’t easy, so let me give you a couple of more illustrations of how it works.

Company 1 - You call the plumber and you get the standard answer: "Someone will be there tomorrow between 1PM and 4PM." Ugh! I hate that. But what about the company who says, “When would you like us to come out?” and you say, ‘How about 2PM?’ and they say, ‘Ok, we will be there at 2PM sharp.’ Then they call you to confirm ten minutes before they show up and they show up on time. That would be remarkable, right?

Pain – You have to take a half day out of the office to wait for the plumber to show up.

Solution – We come out when you want us to come out and we get there on time.

Company 2 – You need a custom software application for your business. All the off-the-shelf stuff just doesn’t fit your requirements. So you find a software development firm who seems pretty good and you start the project. Before long there are delays, the demo doesn’t work right and, because of the delays, you keep changing the requirements. All of that causes the project to run over budget. Ugh! Big pain.

But what about the company that delivers a clickable demo every day, so you see exactly how the product works, day in and day out. Now you make small changes daily instead of big changes at the end. Now the project gets done on time, on budget and the final product does exactly what you want it to do. Remarkable, right?

Pain – I am worried it’s going to take longer than planned, cost me more and not work right.

Solution – You see the product every day, so you always know exactly how it’s going to work.

While it might take some thinking, some innovation and some creativity to develop remarkable aspects of your business, it is time well spent. These elements quickly become the only sustainable competitive advantage you have in the market.

The harder it is to create these "remarkables," the less likely your competitors are to copy you. Once you have “remarkable” in your marketing toolkit, your job becomes much easier because your customers, clients, prospects and partners are all spreading your message for you. They are telling everyone one they know about your amazing company, just like I told all the home owners in my neighborhood about the mulch with the weed preventer built right in.

Start Today Tip – Take a short survey of your business. What do you do that’s truly remarkable? If any of your competitors say something similar, cross it off the list. If, in the end, your list is empty or only has a couple of items, consider putting some time in to make your business remarkable. Remember, "almost remarkable" or "kind of remarkable" doesn’t exist. You’re either remarkable or you’re not. There is no in between. Put the time in to make your business remarkable and you will see your business results zoom up and to the right.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.