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All things being equal, in the game of chess the player with the superior strategy will triumph, while a purely tactical player has no hope of victory.  The same is true for business, for war, for sports, and for many other competitive activities.

Thus, strategy is arguably the Marketing Marksman's™ duty of the greatest important.  As you will soon see, it is also the most difficult demanding the greatest experience and expertise.

To begin, let's clarify what a marketing strategy means to you in practical terms.  Imagine big spenders in your industry grabbing their coats and car keys to place a big order with your chief competitor.  From impulsive curiosity they decide to call you up to ask “Why should I buy from you?”

For better or for worse, whatever comes out of your mouth at that moment 'IS' your marketing strategy.  This monumental moment of truth will be the cutting-edge between success and failure for your business.

Good Is Not Good Enough:

Like many entrepreneurs, you might believe that if you simply offer your customers good value and good service, and simply communicate this fact to them that will be enough and they will choose you.  The problem is all your rivals use a similar "good value & service" message, so you are in no way superior or distinguished  – and let's face it – they likely do offer decent value & service else they would not stay in business for long.

Thus, if you fumble and mumble something vague about better value and customer service, the big spenders are not likely to be impressed.  They have heard such shallow spiels a hundred times before.  Would you abandon your favourite brands based on some vague, dubious "better value & service" claim?

Without a sharp strategy you're just another supplier of a good or service only marginally different from a myriad of other similar suppliers.  You have your marketing mosaic of value and service, but all your rivals make similar claims, so you are nothing special.  So why would they bother to buy from you?

If you want the big spenders to drive past their usual trusted vendors and place an order with you instead, you will need something powerfully persuasive to say.

So, what exactly can you say that will win them over?