Marketing for your business – it’s not about you!
Say what? Are you saying my business and my marketing is not about me??
I am! You know that you have a great product or service, and you just know that everyone wants it! However, how do you get your product or service in front of willing, paying customers?
We as humans are generally selfish people, we tend to ask how a product or service is going to benefit ourselves, not whether if we use the product or service how it’s going to benefit other people, or let alone the business owner. Even as you’re reading this and thinking “But I’m not selfish, I care about my friends, kids or the environment”, a little part of you could still be selfish as you enjoy the feeling of being happy or pleased when you’re able to recommend a product or service that can help your friends, kids, the environment or some other aspect of your personal values. In this case, being selfish is not necessarily a negative.
So you need to ask yourself….. how is your product or service going to benefit your desired customer?
What problem, issue or aspirational lifestyle is your product or service going to solve for your desired customer?
You need to go back to the basics of marketing, and identify who your target market is (for a handy worksheet, download here)
Then search online, talk to people, engage in social chit chat to see what makes your target market tick, what are their issues, their problems or their aspirations, and how are you going to solve it?
As an example, your product is a pair of socks. How are your socks going to solve your desired customer’s problems, issues or fill their aspirations?
You know your product or service inside and out, and I’m sure you could tell me or someone else about your product or service until the cows come home, but how is your product or service going to benefit me? Or that person that you are talking to?
My top tips for developing your overall message to your desired customer are;
- What issue or problem are you solving?
- What aspirations is your product or service aiming for?
- How is your product or service going to benefit your customer?
- What sort of feelings is your product or service going to give to your desired customer?
- Is your product or service going to create a beneficial lifestyle change?
It may feel daunting to look at your product or service this way, critique it, pull it apart and put it back together, however remember – it’s not about you, it’s about your desired customer