As I write this week’s summary of this book, I am amazed at the amount I have absorbed from this book. I am still reeling about the ideal client. The relief that I felt from reading the book and learning that you do not have to please everyone was overwhelming. I have thought about my ideal client this week. I think that it is important to know them so that my marketing is specific to this group. I have operated the cash register this week so I really felt personally involved with their buying decisions. Being hands on helps me with ordering and deciding what products we should be carrying and maybe some that we should not.
Uniqueness!!! This was a huge eye opener for me. What makes my business unique? Reflecting on the produce business, I would say that our freshness makes us unique. Going to the farmer’s market everyday keeps everything very fresh. In addition to buying it fresh, we grow our own produce so it is sold the day that we pick it in many cases. Our competitive advantage for the CBD oil that we are producing is that we grow our own hemp. I am able to market “local”
Finally, putting together a positional grid and conducting a survey was comforting. I did discover that most are happy. Only one person was not satisfied with the business, this had more to do with current events than my business. I feel that we are doing a great job marketing our uniqueness! I am looking forward to reading more Duct Tape Marketing this week.
Jantsch, J. (2011). Duct tape marketing: The world’s most practical small business marketing guide. Nashville: Thomas Nelson.