Marketing – We encounter marketing everywhere every day. But when developing marketing for our own business, it’s difficult to know what and how to say. Tactics often take precedence, such as creating a website, posting on social media, blogging, and creating vlogs. But focusing on tactics before developing a marketing strategy will dilute your message and miss out on your target customer, the buyer. One of the most successful strategies starts with embracing the “why”.
Your “why” is an emotional connection.
why are you in business why do you do Provide a framework for your own value proposition (a.k.a. elevator pitch), included in one of the marketing webinars I present, and have attendees use it to talk to groups about the solutions your product or service offers. I ask you to let me know. The solution is because no one wants to buy what we sell and we want the problem solved.In her recent Q&A following that webinar activity, one of her attendees One emphasized that her source could not identify the problem it solved. So she asked her to share her ‘WHY’. This answer was easy for her and the audience felt emotional too when she conveyed the “why” that motivated her to come up with these “why” ideas that compelled her to share these sources she learned from her grandmother. invested in What is your “why”, your story, your passion? Is it family, community, loss, rights, faults, causes? Connect the power of “why” to your brand and share it in your message
By accepting the “why”, the ideal customer becomes clear.
you have to do this. You, your product, and your service can’t please everyone all the time. There are many ways to find out about your prospects. Using census.gov will give you demographics, and using claritas360.claritas.com will give you psychographics. But what demographics and psychographics are you looking for? Often the ideal customer is in your mirror. That is you. It’s that simple. Think again about the “why”. We created the product because we recognized a need and envisioned a solution. Basing your ideal customer on you reveals your ideal customer’s demographics and psychographics. Reverse engineer your ideal customer. This clarity informs your messaging, branding, and where and how to reach your ideal customers. With this new lens, you’ll know which social media platforms, which networking events, and which modes of communication to use for optimal engagement.
You can attract your ideal customers by declaring your “why”.
Share your “why” details. Approachable. Instead of trying to sell with marketing, what you are really trying to do is make connections. , they’ll find you. That’s the key. That’s the power of embracing the ‘why’, seeing who your customers are, and declaring the ‘why’ in relevant language.
About the author
Lisa Colavito (she, she) is developing a new business called Leading a Digital Life, a marketing company. She has worked in sales and marketing for her own business, community organizations, and large corporations. She has created, grown and maintained newsletters, websites, social media accounts and Fortune 500 customer lists. She is also a Certified Business Her Consultant, Adjunct Professor, Experienced Speaker and Trainer.
This article appeared in The Daily Record’s Expansion Opportunity Resource Guide for Small, Minority and Women’s Businesses, published September 23, 2022. Diversity, entrepreneurship, and innovation in Maryland’s small business community. Read more about Expanding Opportunities or read the digital version.