Four Point Marketing Strategy A good way to visualize marketing strategy is to picture a pyramid. A pyramid has four points–a triangular base plus a peak–so we can call this approach “Four Point Marketing.” At the top of the pyramid is your product or service. This connects with the three points of the base, which represent you, your customers, and your competition. Each of these three lines of connection represents a different key to marketing strategy. A successful marketing strategy addresses all three keys to cover all four points of the pyramid. Let’s look at each of the three keys in turn. Marketing Key 1: Expertise The line connecting you with your product or service represents your expertise. Your expertise defines your relationship to the field of knowledge or skill your business represents. Your education, your experience, your publications in your field, and testimonials from other experts and consumers all…

How to Command Marketing Authority Establishing yourself as an expert in your market is one of the best ways to boost your business or land a better job. If you’re seeking a job, citing your expertise can set you apart from other applicants, get you more interviews, enhance your hiring appeal, and earn you a higher salary. If you’re promoting a business, expert authority can distinguish your brand from your competition, create more promotional opportunities, lend authority to your sales presentations, and enable you to command higher prices. So how do you establish your expertise? Defining your brand, presenting your credentials, and promoting yourself are all components of an effective authority-building strategy. Here are seven steps to help you establish yourself as an expert in your field. 1. Define Your Brand Establishing expertise effectively starts by projecting a clear branding theme. Your brand is the look and feel and focus…