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If our strategies are unique enough and wanted by the public, it eliminates the majority of all marketing problems. Another big reason I hound the members of my programs is to create a "category of one" to help eliminate marketing issues with competitors.
It is far better to have a winning strategy, such as "category of one" than coping with a non-articulated, un-thought out strategy. (FYI: you are also practicing with a strategy even if it isn't written, articulated or even thought about.)
The best strategies are unique and very difficult to duplicate by others. The more difficult to duplicate by competitors, the more protected you are from them.
Your strategies should be focused on the particulars of what you want while giving your clients the things they desire. This requires FOCUS and CONCENTRATION.
What should you focus and concentrate on? Giving your clients more of what they want or removing the things they don't want. Important point to make here is not what you think they want or not, but really what they think so you need to ask them to be sure you know. Interestingly, removing or eliminating things they don't want or frustrates them has more leverage for you than giving them more of what they want.
An example from business: a fast growing franchise today is one that promises to eliminate the frustration of waiting around for a plumber. They promise a plumber within an hour of your phone call. The marketing plays to something none of us want. No one wants to wait around on a plumber to show up all day. This concept has resonated with a lot of customers who have been frustrated and as a result it is a booming franchise concept in plumbing. As long as other companies do not grab onto this strategy and dilute the advantage they will continue to reap huge rewards. Because barriers to entry are not that high, the odds are this advantage in plumbing will disappear quite rapidly.
What about architecture? Well, here are examples:
10-15 years ago, green-architecture was seen as very unique and special. The public didn't know much about it and some wanted to do something for their planet. The earliest adopting architects got the de-facto role of green "specialists." In most markets, that early advantage has disappeared as many others hoisted the banner of Green Architect, diluting the term's value. Now "Green Architects" is in the same useless language land of non-differentiation as "good design" architecture.
Stepping back purely from being green, no matter what area you are going to focus on, creating yourself as THE authority in your area of concentration, in the eyes of the public, should be part of that strategy.
To your success,
Christian Hogue
Architect Profits, Inc.
