Keeping a Distance from Your Products

Is it possible to be too close to your products or services? You can’t actually know too much about your own offerings, can you?

Well, yes. It’s one thing to be knowledgeable about your market and products. It’s another to be so immersed in the details of your own offerings and point of view that you lose sight of the big picture, such as what the customer wants and doesn’t want, as well as developing trends in the marketplace.

To avoid this scenario, actively solicit input from people who are not as close to your product as you are. Ask potential customers or prospects to review your positioning. Show your marketing materials to people outside your industry to see whether they understand your messages without a lot of extra explanation. Work with vendors and suppliers who regularly support a broader client base, so that they have a fresh, more open point of view.

Leverage Point Checklist:

  • Have we solicited customer/prospect input before creating a new marketing campaign?
  • Do our messages resonate with potential customers?
  • Do we know how our competitors’ messages are received by our target market?
  • Have we kept up with the latest trends in our key markets?
  • Have we eliminated all unnecessary jargon and slang?
  • Have we been considerate of our global audience and not made our materials too US-centric?
  • Can an outsider look at our marketing collateral and easily understand and articulate our key messages?
  • Upcoming Events

  • What’s New

    Article: "How Great Consultants Can Stand Up and Stand Out" by Linda Popky on Women in Consulting - Read article!

    Article: "Stand-Out Consultants: What I Learned from Linda Popky" on Business and Technology - Read article!

    Article: "5 Ways to Make Organizational Friction Work for You" by Linda Popky on MENGonline - @popky #MENGonline #Marketing - Read article.

    Podcast: Interview of Linda Popky about Using Friction to Improve Your Marketing by Gene Hammett on Leaders in the Trenches.

    Video: Interview of Linda Popky about Marketing Above the Noise by Shawna Suckow of the Buyer Insider.

    Best Small Business Marketing Blogs: “Best Small Business Marketing Blogs 2016: Top Experts to Follow” – CreditDonkey(tm) rates Linda's Leverage2Market blog as one of the best for small business marketing.

    SAC® Press Release: "Future AI Technology Neither Panacea Nor Threat" – Read release.

    Podcast: Linda Popky interviews Alan Willett, President of Oxseeker, who talks about why it's important for organizations to find ways to harness the energy of those people who appear to be difficult and even unleadable. - Listen.

    Take our Marketing Above the Noise Assessment.

    Video: Just a Moment for Marketing: Mocha on Marketing: Choosing Your Treats. Ask your customers what they prefer. – View the video.

    NEW eBOOK: Top of Mind: 101 Insights to Transform Your Business
    Purchase PDF or ePub book.
    Top of Mind

    Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.

    Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article

  • Read Our Blog

  • Subscribe to the Top of Mind Thursday Newsletter

    Free articles download with sign up
  • Marketing Above the Noise

    Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.

    Marketing Above The Noise

    What's Inside Available in Hardcover and eBook formats