Wright IMC

You've been trying to be the best. But your buyers can't tell who's best, so they pick the one that comes to mind first.
Buyers are busy and they're not experts in what you do. They can't run a careful analysis of who's objectively best, so they default to the name they recognize. Being the best is a quality strategy. Being the obvious choice is a marketing strategy. And the competitor who's worse than you but shows up everywhere is taking business you should be winning.

In today's Marketing Minute, I break down why being known beats being better and why familiarity is a revenue strategy.
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Sponsored by TexasCMO. Fractional CMO services for businesses that need senior marketing leadership without the full-time cost. texascmo.com

You think your buyers are trying to pick the best option. They're not. They're trying to pick the one that won't make them look wrong for choosing it.

When a purchase is big, the buyer isn't shopping for best. They're shopping for safe, because if it fails, they own the mistake. Most businesses keep adding features and cutting price, answering a question the buyer isn't even asking. Every doubt in their mind is a risk they're quietly pricing in, and if you don't answer it, the higher price of fear sends them to the safer name.

In today's Marketing Minute, I break down why reducing risk beats adding features and how to become the safe choice on purpose.

Watch and subscribe for daily Marketing Minutes.
Sponsored by TexasCMO. Fractional CMO services for businesses that need senior marketing leadership without the full-time cost. texascmo.com

If a buyer is comparing you to your competitors on a feature checklist, you've already lost. It doesn't matter how the checklist turns out.

The moment a buyer lines you up next to two competitors and starts checking boxes, you've been turned into a commodity. Most businesses respond by trying to win the checklist, adding features and cutting price, which just means playing by rules designed to commoditize them. The companies that win change what's on the checklist instead.

In today's Marketing Minute, I break down what real positioning actually does and how to change the criteria buyers use to decide.

Watch and subscribe for daily Marketing Minutes.
Sponsored by TexasCMO. Fractional CMO services for businesses that need senior marketing leadership without the full-time cost. texascmo.com