Published: February 01, 2008
Target And Reposition
By Joel Block
I love to deliver simple business messages on topics that are timeless and valuable to my readership and my fan base across the United States and around the world. Sometimes we forget that the messages we put out, which are generally applicable to most kinds of businesses, aren't always received as universally as we deliver them.
I was reminded of this today at lunch by my good friend and long-time client Gerald who is in the architectural design business. Gerald's an avid reader of this column, and he regularly calls me and gives me feedback on issues that I put out into the marketplace. Today over lunch he asked me if I would write for his new blog, which he will publish at www.architecturaldetailgroup.com.
He asked me if I would provide material for his blog, and I told him that it would be very simple for him to plug my RSS feed into his blog. He thought that was a good idea, but he really wanted more targeted material. What he wanted was material that was specifically applicable to designers, architects, and people who were involved in the construction business - particularly as it applies to homes and hospitality environments.
What Gerald got me to realize was that everybody thinks their business is unique and different from every other kind of business. The truth is that most business principles apply across all sectors of the marketplace, but we have to market to people on an individual basis because nobody appreciates the fact that in the broad perspective all business problems are similar.
The truth is actually that business is very simple. It's about solving a problem for someone and them giving you money in exchange for doing that. But people don't operate in the macro world; they operate in their little micro environment. For that reason, we always have to remember who the audience is.
Much of the material that I have developed over the last several years - although applicable to lots of different people - has to be re-tooled and re-purposed once in a while for new audiences. I want to thank Gerald for helping me to remember a lesson that I put out all the time.
That lesson is that we have to be experts in our marketplace. We have to be gurus at what we do. Sometimes even the guru forgets and needs to be reminded because sometimes it's hard to see the forest through the trees. And remember... that's the reason that doctors don't operate on their own family members. And it's the reason why even I need help with my own marketing and I ask for help to put my own plans into place.
So be sure to reach out for other people to help you and to remind you when you need to reposition material that you think is working. The truth is that sometimes it takes an outsider to help you see exactly what's going on.
So as you're working hard to build your business or your career, remember to reach out for help, focus on your guru niche, and reposition material again and again - because that is the way that you're going to make a lot of money and solve the most problems for the most people.
About Joel G. Block
Often dubbed a "Growth Architect" by his clients, Joel Block advises companies on explosive growth strategies by driving revenue and sales. Well known in the capital markets, Joel is a successful entrepreneur, speaker and advisor. To bring Joel into your company, please visit
www.joelblock.com or
www.growth-logic.com.
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