How do your customers see you? Does your company have a distinctive personality that pervades your marketing materials? Do you feed your customers a steady diet of useful information that will help them think of you first when they’re ready to buy? Here’s a self-test to help answer these questions:
Take a look at the latest email you sent your customers. If you removed your logo and blanked out the company name, would your customers still know it came from you? Or does it look like the dozens of other cookie cutter emails shouting about one special after another?
Sales have their place, but good marketing involves far more than advertising discounts. Start noticing some of the emailings you receive, and you’ll be amazed at how many are virtually interchangeable with their competitors. It’s a good case study in what not to do.