I am struck by how many things I learned from the good Dominic Canterbury.
He and I co-led a marketing workshop in Seattle many years ago – maybe 2007 or 2008.
The notions of niching, hubs, and paths came from him. As do the three notions in this blog post: Relevance, Credibility and Value.
Your business and offerings, in order to be successful, must be relevant, credible and valuable.
Those three things.
Every time.
By Relevant, I mean: is this of use to me and my situation? Will it solve my problem? Will it help me get something I want?
By Credible, I mean: can I trust this? Does this approach and offering make sense to me? Is this overhyped? Is this all sizzle and no steak? Is it all hat and no cattle? Is it believable?
By Valuable, I mean: is this worth the time and money I spend? What’s the return on investment? Is it worth what I’m paying or more than I’m paying? Will I be glad I spent the money?
Relevance, Credibility and Value.
Those three things.
Every time.
Relevance is established by your niche.
Credibility is established by your point of view.
Value is established by your offers.
If your business is struggling in its marketing it is because of the lack of one or more of these three things.
Every time.
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