Service marketing

Position is not an active verb, but a passive noun.

Posted on May 29, 2009. Filed under: communication, Marketers, Marketing, Positioning, Prospects, Service marketing | Tags: , , , , , , , |

We want to position ourselves as the market leader, say several of marketing managers every year.j0438805_2

They cannot do that. They cannot poisition as a leader por one simple reason.


You can focus your efforts and your communication, which sometimes can influence your position. But your position is a place, and someone else puts you there: YOUR PROSPECT.

No matter if your company do nothing to position itself. Inevitably, your company will have a position. Prospect simply takes what he knows about the company and position de company accordingly.

position is a passive noun; It’s something that the market does to your company. The smartest thing is take your position and turn it to your benefit.

Don’t start by positioning your service. Instead, leverage the position you already have.

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There are no two services equal

Posted on May 24, 2009. Filed under: approaches, Engagement, Insights, Marketing, opinions, Positioning, Prospects, relational marketing, Service marketing | Tags: , , , , , , |

differentI’d like that you ask this question to any CEO or principal you know, “What makes your service special?” I’m sure that the 70% of the times you’ll get a disappointing response. “Honestly, nothing special. We’re all pretty much the same”. They’ll often say…

WRONG. Every service is different, and creating and communicating differences is vital to effective marketing.

If buyers can perceive differences in products, then people certainly will perceive major differences in services, after all. comprise unique components: people, no two of whom are the same.

From my point of view, It’s all about perceptions, passion, devotion, energy, optimism, profesionalism…all these qualities are palpable within the first fifteen seconds of entering the lobby. You can read the DNA of a company from the boy of errands and discover it replicated throughout the company.

If you cannot see the differences in your service, you MUST!!! LOOK HARDER.

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Halo effects

Posted on May 20, 2009. Filed under: approaches, communication, Engagement, Insights, Marketers, Marketing, Positioning, Service, Service marketing, Strategy | Tags: , , , , , , |

Say one positive thing, halo_effectand you’ll become ASSOCIATE with many

Why do people in services fear positioning so much?

Because they fear that standing for one thing will limit their appeal. But it doesn’t work that way, for one important reason: People ASSOCIATE.

We tend to think, for example, that good-looking people are smarter, friendlier, honest, and more trustworthy than less good-looking people. We associate one positive thing – attractiveness- with many other good things.

It’s how people are programmed. It’s how your prospects think.

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Lesser Logic thinking

Posted on May 19, 2009. Filed under: Ad, approaches, communication, Insights, Marketing, Positioning, Service, Service marketing, Strategy | Tags: , , , , , , , , |

In your service, what’s the hardest task? Position yourself as the expert at this task, and you’ll have lesser  logic in your corner 

“If they can do something that hard, then by lesser logic they can do this”

You should ask yourself: What special skill could your business develop and communicate that would, by lesser logic, position you strongly in other areas? What is the big skill you could develop and market that clearly implies other valuables skills?Lesser Logicmiracle

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The fear of positioning.

Posted on May 18, 2009. Filed under: Ad, Consult, Engagement, Marketers, Marketing, Positioning, Service, Service marketing | Tags: , , , , , , , , |

Could you take a few seconds for a quick quiz?

Which terrifies service marketers most:

a) The suggestion that they must position their service?

b) The mad clown of IT?

The correct answer is a.

Why? Because standing for one thing means you must sacrifice the other things.

Rather than sacrificing opportunities , a narrow focus often creates opportunities.

I believe that positioning a service as the most desirable service  for prospect A make it the most desirable service to prospect A and prospect B.

Some sacrifice my friends…

To broaden your appeal, narrow your position!

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Egocentric Focus

Posted on May 17, 2009. Filed under: Ad, Marketing, opinions, Positioning, Prospects, Service marketing | Tags: , , , , , , , , |


‘Stand for one thing that will give you one competitive advantage’

In today’s marketplace with lots of competitors with first class services and excellent products – not to mention the famous economic downturn – I think we have to pay an important attention to position our company, our service and even ourselves.

I’d like to remark the principle of the focus of Al Ries and Trout’s marketing classic POSITIONING . In its most important essentials, POSITIONING says:

1. You must position yourself in your prospect’s mind.

2. Your position should be singular: one simple message.

3. Your position must set you apart from your competitors

4 You must sacrifice. You cannot be all things to all people; you must focus on one thing.

To my mind I’d say that the key concept of possitioning is an egocentric focus on doing on thing really well. It will give you an unbeatable competitive advantage.

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Show your warts!!!

Posted on May 14, 2009. Filed under: Ad, Buzz marketing, Facebook, Guerrilla, Media planning, Operational, Prospects, relational marketing, Service marketing, Social Media, Strategy, Tactics, Trends, Twitter, Uncategorized, Youtube | Tags: , , , , , , , |

Tell the truth. Even if it hurts, it will help.

Rather than hide your weaknesses, admit them. That will make you look honest and trustworthy – a key to selling a service. 

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  • About Isra García

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