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The
Only 3-Things You Ever Need to Market
Marketing is difficult for many business owners for one simple
reason. They don’t know what to market. Many think the
features of the offering makes their business unique.
Unfortunately, features do not make a business unique. In fact, it’s
quite the opposite. When comparing one business over the other,
features make a business appear to be pretty much the same as
everyone else.
There are only
3-things that every business needs to market to be successful. They
are:
1. Your talent for the business you are in.
2. The unique insider knowledge you possess that gives your
clients an advantage over their competition.
3. The value you’ve created that helps your clients gain what
they want.
Weave those elements into a
compelling story. Then simply tell that story consistently to a
group of people who have reason to care.
It's really
very easy. Here’s how to start.
First, sit down for a half an
hour, in a quiet place with a pad of paper and a pen. List all of
the many business talents you have.
If you cannot think of any, ask
your spouse, an employee, and a client what they see in you. List
the talents that you uncover. It’s often easier for others to see
your strong points because they have a detached perspective.
Next, write down the unique
insider knowledge you possess that others don’t, when it come to
your business and industry. This would be the things that you know
that amazes other people when you talk about your work.
Complete this exercise by
evaluating how you help your clients get what they want after
dealing with you.
Read that last sentence
carefully. You are looking for wants and not
needs. People seldom buy what they need but always purchase
what they want.
Now take the
3-elements and develop your marketing story.
Tell potential clients what you
offer (your talent), what industry knowledge a potential client will
gain from working with you (the knowledge you possess),
and how you help people get what they want from dealing with you
(the value
you offer).
Make an offer to help at the end.
Then go out and spread the word. As with all businesses, what you
offer is not for everyone. It is only for the people who are looking
to gain the value, knowledge and talent that you provide.
For some business owners,
completing this exercise can be challenging. If that's the case for
you, we're here to
help >
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