Make Your Marketing Solve a Problem
by Wendy Maynard
Published on this site: August 24th, 2005 - See
more articles from this month
You may be engaged in marketing activities that are working
against you. Or, at the very least, are making sales more
difficult. It's a common problem - marketing that focuses
on what your company can DO and what your company KNOWS and
how much experience you HAVE.
Surprise! This doesn't work.
Instead of focusing on YOU, market yourself as an innovative
problem solver. You'll be pleasantly surprised at how easily
this approach attracts new customers. Emphasize how your service
or problem fixes their nagging issue, pain, or dilemma.
It doesn't matter what you offer as long as you keep some
basic principles in mind:
- Self Interest: People (you and me included) want
to know what is in it for them. They are interested in useful
ideas, services, and products that make something better
in their life. Don't talk about YOU. Start talking about
THEM.
- Comfort: People do business with people they know
and trust. Start a "conversation" with people
by giving them articles, newsletters, or other information
that you have created to HELP them. This also allows them
to learn more about the way you think and your capabilities
- Generate Interest: Are you effectively communicating
the one thing that makes you unique? What can you offer
that no other business can? In one sentence, describe it.
This is your Core Marketing Message. Use it over and over
to generate interest and get people talking about you.
- Communication: To have a good relationship, you
have to stay in touch. Whether it's family, friends, or
leads, this principle is exactly the same. And when prospects
are ready to buy, you want them to know YOU provide the
best solution. Keep communicating through phone calls, e-mails,
lunch dates, and so on.
Action Item: Are you offering a solution to a problem?
Are you communicating regularly? Do you know your core marketing
message? If your current marketing materials don't take this
approach, rework them. With a focus on THEM, you will easily
generate more sales and greater revenue!
Wendy Maynard, your friendly marketing maven, is the
owner of Kinesis. Kinesis (http://www.kinesisinc.com)
specializes in marketing, graphic and website design, and
business writing. You can visit her marketing blog, Kinetic
Ideas at: http://www.wendy.kinesisinc.com
Want to receive free marketing tips? Sign up for Kinesis Quickies,
a semi-monthly e-newsletter: http://www.news.kinesisinc.com
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