Marketing Without Confusion
Marketing. It’s a topic that is often at the top of every business owner’s list (or at least is should be). Unfortunately, most get bogged down in marketing confusion.
How do I do it properly? How do I increase visibility? How do I make my message more effective? How do I cut costs on my marketing efforts? Why is marketing so confusing?
These are just a few questions I hear from owners of large and small businesses on a regular basis. To be quite honest, there are hundreds, if not thousands, of books written on the subject. Millions of blog posts on marketing muddy the waters even further. We are always on the hunt for the next big idea or magic bullet when it comes to marketing. We seek out more complicated tactics and more sophisticated platforms in our never-ending quest to get our marketing “just right.” Along the way, marketing confusion is the rabbit hole that most business owners fall into.
My message to you is simple. Get back to the basics every time you look at your marketing. Ever wonder why Michael Jordan – who scored 8 out of 10 free throws – practiced shooting 100+ free throws every single day? The greatest player in basketball understood that focusing on the basics is the key to mastery. Before we strap on the snow shoes and trek out into the winter wonder land that is marketing, make sure you have the fundamentals down. Even if you have done it before, do it again. Remember the old commercial, “Be Like Mike!”
The first fundamental to keep in mind is that your customers and clients buy for only two reasons: decrease pain or increase pleasure. (As a matter of fact, I challenge you to find a reason that doesn’t fit into those two categories.) This is a great place to start. Identify what pain your products or services decrease or what pleasures they increase.
I want you to take a moment and write down five pains that your products or services decrease. Now I want you to look at the reverse. Write down five pleasures your products or services increase. These ten things should be the basis of your marketing message. If your message doesn’t address one of these ten things, rewrite or refine it.
The next step in making sure your message is hitting home with your audience is to ask yourself, “What do people hate about my industry?” For example, do people hate that your industry never answers the phone? Do they hate that you normally schedule appointments in odd blocks of time? (As in, “We will be there between 10 AM and 1 PM Friday.”) What do people hate about your industry in general? Make a list of as many dislikes that you can come up with. Then simply ask yourself, “How is my product or service different from my competition based on what I know the general public hates about my industry?” Your answer to this question will be your key differentiator.
Here’s the deal: refine your marketing message to make sure you address your clients’ pain and pleasure points clearly. If you do this, no matter what marketing medium you choose, your message will be heard loud and clear.
Professional Business Coach with Breakthrough Coach
“I have always believed in coaching. No matter the task – running a race or running a company – I am firmly convinced that the best way to achieve your best is with a coach’s help and guidance.”
I am passionate about working with owners of small and medium sized business. I work with them to provide clarity and a simple action plan to help breakthrough to the next level of business. I am dedicated to helping you up your game.
