• Curt Mercadante

ACCURACY: The Second Pillar of Building an Authority Brand

This is #3 in a series of posts about The Four Pillars of Building an Authority Brand. Here are links to Post #1 and Post #2.

The average American is hit with 4,000 to 10,000 ads each day, according to a 2015 report by Red Crow Marketing (the number is no doubt higher since that study was published) and global spending on advertising tops $600 billion per year, according to eMarketer.

That's a lot of competition for your attention and the attention of your potential clients and customers.

This is why it's so important for ACCURACY in exposing your brand to the right clients who will pay you what you're worth for the value you provide.

Accuracy is the second pillar of building an authority brand.

“Half the money I spend on advertising is wasted; the trouble is I don't know which half," said department store magnate and entrepreneur John Wanamaker (1838-1922).

More than a century after he uttered those words, in our data-driven society, business owners couldn't still be wasting their branding dollars, could they? Could they?

In my almost 25 years of working with small and large businesses, associations, and non-profits, I can tell you that way too many organizations are still wasting dollars because they are still suck on the merely trying to get attention.

One reason for this is that a challenge for most business owners is having the courage to radically and specifically define their specific targeted customer persona, so that they can focus their message on those right clients.

"The riches," as some say, "are in the niches."

You have to be willing to niche down, and fish in a smaller pond, having the confidence that the fish you want to catch are in that small pond.

Getting radical and specific doesn't just mean knowing an industry or a job title.

It means getting down to know your ideal client's behavior style, family situation, age, gender, political persuasion, media habits, and a host of other data points. Some of my clients are shocked to find the detailed, five-page questionnaire we provide them to get crystal clear on their client persona.

Knowing who you want to serve is vital, because then you can focus on what those people want from you.

Which leads us to the next pillar, which we'll discuss in tomorrow's post: ALIGNMENT.


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