Discover What Separates Business Builders from Other Marketing Consulting Firms

So, what is strategy anyway? Strategy is your message. It is what you say, how you say it and who you say it to. This means correctly identifying your target markets and determining exactly what to say to each in order to capture their business. You need to have something great to say, say it effectively and repeat your message often. The goal of your marketing strategy should be to convince your prospective clients and referral sources that they would be making a huge mistake to choose any firm other than yours for the type of services you provide. Very few professional marketers realize this, let along have a clue how to take people there.

How We Rose Above Our Competition

Marc Aronson, the owner of Business Builders, considers himself lucky. He believes his competitive advantage is the result of just happening to be in the right place at the right time.

Marc will tell you that having a college degree in marketing is essential. "Why anyone would hire a marketing consultant without at least a four year marketing or advertising degree from a reputable university bewilders me," he remarks. Marc considers having the foundation a college marketing degree provides is of utmost importance. That being said, university marketing programs fail to teach how to market small businesses. After all, most marketing graduates traditionally have gone to work for major corporations. Marc contends that marketing small businesses requires constant reading in addition to a marketing degree. He also believes, today, this even isn't enough.

After graduating college at Ariziona State Univeristy, Marc returned close to his roots and took a marketing position with a manufacturer/relailer in New York City. He reported to the vice president of marketing, whom he still considers a genious. This individual taught Marc how to apply "the Laws of Communication" to marketing. He never learned this in college and it forever changed his viewpoint on marketing.

George, the vice president of marketing taught Marc that there are three ways to capture the attention of prospects through advertisings. One is to use a headline and/or illustration that is unusual, like so many ads and commercials we see today. Another is to use a headline and/or illustration that contains something people are famiiiar with, like a celebrity. The third, however, was and is still rarely used. It requires additional effort but is more effective. His boss called this third choice using "emotional hot buttons".

Marc was routinely sent out onto the sidewalks of New York to conduct a type of marketing research called emotional attitude surveys. He became an expert in these studies. Often however, he would rather tell you how he nearly surveyed John Lennon and once was slapped hard across the face for just asking a pedestrial to answer a survey. His glasses were knocked off and were nearly trampled on by dozens of hurried street walkers.

Through these surveys, Marc learned not only how to uncover emotional hot buttons but also emotional attitudes. He frequently observed how George used survey findings to develop ad content. Under George's tutelage, Marc learned how to write ads using emotional hot buttons.

Marc employed what he learned from George throughout his career. However, in the late 1990s, Marc came to terms that he had to raise his skill level, as he wasn't getting the results his efforts once enjoyed. Thus, he began to read every marketing book he could get his hands on. He was especially looking for books that were similar to his philosphy but to no avail. Then, in 2001, he finally found a few authors with a similar philsophy. All of these authors carried the principles Marc had learned to apply to an entirely new level. Through his studies and applying what he learned from these books, Marc was eventually able to develop and perfect The Market Formula.

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