Are You a Winner?
I recently completed a Strategic Marketing Masterclass with the CIM. This was a fantastic course that looked at how to create winning marketing strategies. One of the questions posed to us during the training was: are you playing to play or playing to win? The simple truth is, if you don’t have a winning mindset, you’ll struggle to grow.
One of the things I’ve come across time and time again through my years in marketing is how many businesses call themselves a market leader. I’ve even done competitor research where four or five companies in the same market are all calling themselves a leader. But how can you have more than one leader?
It doesn’t mean these companies are lying, though. In their own minds, they’re a leader in some shape or form in at least one element of the market. One might be the leader in innovation, another in ease of use, another in sustainability, and so on.
The fact is, though, from a buyer’s point of view, if they look at several companies that all claim to be leaders, they just stop believing any of them. The marketing becomes a load of meaningless words. Furthermore, if you really are a market leader, you wouldn’t need to tell anyone. Does Coca-Cola declare it’s a market leader in soft drinks? Does McDonald’s declare it’s a market leader in fast food? Of course not. You know the brands well and you know they’re market leaders. If you’re having to tell someone you’re a leader, then you probably aren’t.
In marketing, what you do and how you behave are two completely different things. Too many people just do marketing. They add in social media posts because they think they have to. They write blogs because someone told them it was great for SEO. They have a website because don’t all companies need websites? If any of this seems familiar, you’re playing to play.
What you want to do instead is shift how you look at things. You need to take a step back and ask yourself what is it you actually want to achieve, and then you need to work backwards to ensure you achieve it. It doesn’t matter what anyone else says or does. What matters is that you achieve your goals. You need to have that single, focused mindset on winning.
When you have this mindset, instead of just doing social media, you’ll be creating content that is aimed at growing your business. You won’t just have a website, you’ll have a website that supports you in reaching your objective. It will make creating your site map and deciding whether you need blogs or not a whole lot easier.
If the key to success is to focus on what you want to achieve and then make sure everything you do is about achieving it, I then pose the question to you: can you do that without a strategy?
In my marketing book, I compare marketing strategies to playing football. If you want any chance of winning a game of football, do you just turn up and play and hope for the best? Of course not. There is a whole strategy that involves training, looking at the competition, and choosing who is going to play, where they’re going to play and when they’re going to play.
If you want any chance of winning in your marketing, you must have a strategy. You must know what it is that you want to win. If it’s new business, then how much? When by? What of? Then you need to work backwards to decide how you’re going to get there.
Just as in football, check out the competition, look at the strengths and weaknesses of your resources and locate the great opportunities out there for your business.
No matter what your marketing copy might say, you will only ever be a market leader if you are more successful than your competition. And you’re only going to achieve that with a winning mindset and a winning marketing strategy.
It doesn’t have to be complex, but it has to be focused on your goals.
If you haven’t got a clue where to start with writing a winning strategy, my marketing book “How to Write an Effective Marketing Plan” will guide you through the process in an easy to follow, step-by-step format. You can buy it as an ebook or in paperback from Amazon.
Or if you’d like me to take all that hassle away, get in touch for an exploratory chat about how I may be able to help.