Here are the three characteristics that my projects most often result in. It’s no accident that these three elements lead to a rapid increase in marketing success and new revenue for my clients (from small companies to mid-markets to publicly traded multi-nationals):

Focus: In your products and services, as well your marketing, focus brings sales. Too many companies try to sell too many things. Hone in on your greatest strengths. Then, perfect one or two powerful marketing techniques at a time, and when you do, add one or two more. With focus, you can perfect; you can specialize; you can become great. Without it, you’re pretty much like everyone else, running in many different directions at once, but going nowhere fast.

Simplicity: Simplify your products, services, language, and platforms. Simplify your product names, your descriptions, and your marketing vehicles. Say less. Focus on lifestyle, not technology. Focus on emotion, not technique or specifications. Simplicity helps you connect with your audience.

Activity: Communicate relentlessly. If you stop, the world will pass you by. Water fills its container, and so does marketing. Competitors will take your market’s attention in three seconds if you cede it. So, keep it. Fight for it. Develop your position of awareness within your market, and then maintain it through constant, aggressive, value-oriented communication.

The Evangelist Marketing Institute is a private strategy and marketing consulting and coaching practice with clients that include Logitech, TiVo, and Sprint, as well as a wide range of startups and mid-market firms.  Details about my work are here.

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