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

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

Without reliable 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 what they need. Individual buyers may value one more than the others, but all 6 must be present in order to attract customers on a regular basis.

The 6 characteristics are:

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

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

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