You don’t need me to tell you how important foundations are.

Without rock-hard foundations, your house will fall down.

Without reliable marketing foundations, your marketing strategy will fail.

But, what sort of foundations are needed for good marketing?

Well, we believe good foundations can be built for any business, by focusing on 6 characteristics. Service-based businesses, in particular, need to show their prospects that they have these 6 characteristics by the bucket-load before they’ll even consider buying, and that’s why we think of them as ‘foundations’. You could see them as a checklist of things that your prospect is, consciously or unconsciously, looking for during their evaluation of who is available to provide the service they need. Individual buyers may value one of these foundations more than the others, but all 6 must be present in order to attract customers on an ongoing, regular basis.

The 6 characteristics are:

• Clarity
• Tangibility
• Identity
• Credibility
• Dependability
and
• Accountability

Over the coming six weeks we are going to show you what each of these characteristics means to your prospects, why they are so important, and how to demonstrate them naturally in your business. Knowing this stuff will give you a huge advantage over your competitors, a head start in sales conversations, and provide good marketing foundations upon which to build effective, successful marketing campaigns.

Stay tuned, next week we’ll be talking about Clarity. Why it’s so important, and how to get it.