Sandy Wardenburg Waggett breaks down David Averin's visibility matrix, which plots businesses on likability and visibility. Your company lands in one of four quadrants: dismissible, villains, invisible, or popular. Each needs different moves, from redemption for villains to publicity for invisible brands.
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Good morning, everyone. Sandy Weigatt here with MSW Interactive Designs, here with another marketing tip. Today I want to talk about the visibility matrix. And this is from David Averin's book called Visibility Marketing. And he suggests that before you start building some marketing materials, you really should know where your business falls in this matrix. So if you look at the X axis from hated to love and the Y axis from well known to low profile, you want to plot your business in one of these quadrants and not from your perspective, from your customer's perspective. Give yourself an honest assessment on your visibility and your likability from your customer's perspective and then you know what you need to do to start crafting a message. So let's just say worst case, you're down here in the lower quadrant. At the extreme, you're hated. In a very low profile, that means you're dismissible. And so you want to journey to worthy by introducing to the market, crafting a compelling story, rapid emergence and putting the work in to deliver improve your so that you can move up. If you're over here, you're in the villains category and you need the road to redemption in your marketing message. You're hated and well known. So maybe something really bad happened in the business that you now need to recover from. So in that case, you're going to change your ways, reveal truths, ask for a second chance, and then reemerge into the marketplace with your message on the third one. You're down here loved, but low profile, meaning you're in the invisible quadrant. And here you want to build the path to popularity. So extra promotion, telling your story, highlighting your differences in the market and converting prospects and creating ambassadors who are talking about your brand. And if you're up here, you've put the hard work in, you're popular. This is where you bolster your brand and don't get lazy about it because you don't want to be a flash in the pan, as he calls it. So you want to keep innovating. You want to stay highly visible, reinforce your message and recruit champions for your brand. So think about where your business might fall in this visibility matrix. Pick up David Avram's book Visibility Marketing is fantastic. All kinds of great stuff. And it starts right here. Have a great day.
