The pace of change in the marketing domain means that you have to find innovative techniques to allow you to discriminate your business from all of the others. However, there are some fundamentals that you can draw upon to help frame your innovative approaches. In Stand Out, Winnie Brignac Hart and Lorrie Brignac Lee present in a clear and easily absorbable way, tools to help you master the 8 fundamentals for ‘standing out’ in business. It is a fine introduction for anyone that looking to develop and improve their marketing knowledge. It also offers a more experienced marketer much to consider and reflect upon. Part textbook, part workbook , part picture book, the authors have written a highly creative guide for you to assess your business and identify ways in which it is unique and could appeal to customers in a compelling manner.
In brief, the 8 fundamentals that Winnie and Lorrie explore are:
- Purpose – What do you and your business stand for?
- Reputation – How does your customer base and the wider market perceive you?
- Visuality – What is the outward appearance of your brand?
- Authenticity – what is your genuine messaging?
- Ideal Leads – Who is your perfect client?
- Distinction – What is your distinct advantage?
- Strategy – What plan(s) aligns to your business goals?
- Mindset – What discipline is needed to achieve your ideal outcome?
Written in a contemporary manner, it exploits many of the communications techniques that are frequently found on the web…Infographics, mnemonic lists, and dramatic symbology, lead to a book that can be read at many levels. It can be a fast read to gain an overview…It is a reference you can dip into in any location…It is a guidebook that can your through a self-discovery process for your business…It is a workbook that you can re-read to refresh yourself on the way your business meets the needs of your client. Stand Out then can fulfil a variety of needs for you to explore you marking approach.
The book is supported by a selection of additional resources that the authors offer on their website and perhaps the most useful is the One-Page Marketing Plan which you can find here.
In summary, Stand Out is a solid introduction to marketing and a good book to revisit again and again as your business develops and grows.
Dare to Aspire