What's Your Marketing Score?
Posted Mar 08, 2012 in Publisher's Page
- If your marketing pieces are all about you, give yourself a 1.
- If they are all about price, give yourself a 4.
- If they are all about how your laboratory can meet the needs of your prospective customers, give yourself a 7.
- If they are all about your prospective customers, give yourself a 10.
Huh? How can you promote yourself if you don't talk about yourself? And why, for heaven's sake, would marketing price--a long-time LMT no-no--get a higher score than marketing you? Hasn't LMT always maintained that price is a poor marketing strategy?
The bare truth and hard fact is that price, while not a unique value proposition, is a singularly focused proposition. It catches someone's attention in the blink of an eye.
Like it or not, there will always--always--be a segment of the dentist population interested only in the bottom line of price. Black and white: "Whaddya gonna charge me for this thing?"
When you...
