By: Michael K Nelson
Published: November 24th, 2011
Marketing is a challenge. Period, no doubt about it. It is also critical to the success of a business. While word of mouth marketing, referrals, and repeat business are vital and signs of your ability to deliver value to your customers, you need to expand on these areas to grow. Enter marketing.
It’s a challenge to craft a message, choose a medium for delivery, target a particular segment, etc. It’s also too easy to get caught crafting a message that talks about your company – “we are the number one dealer,” “quality is job one,” etc. Instead, focus on the value you bring to the customer or the problems you solve. Help your prospective clients imagine themselves doing business with you and considering the outcomes of that relationship. If you want to build a brand, the messages about the company are acceptable. If you want to build a greater base of customers, focus on them.
Marketing research suggests that purchasing is an emotionally influenced decision-making process. In fact, the same research claims that emotion is not only an influencing factor, but emotion will trump facts!
While marketing efforts tend to be based on facts and marketing research, don’t leave out the emotional component. Present the value that your product or service delivers. Highlight the problems that exist and how your offering solves them. Connect with your prospective customers and watch your sales climb.
When allocating precious marketing dollars, many small businesses fall into the trap of trying to be all things to all people instead of targeting their message at their true customers. Who are the true customers? Easy – who has been purchasing your goods and services? What do they say about why they buy from you? What complaints and suggestions do you hear? That is your current market niche and their likes / desires / issues.
If you are looking to expand your niche or enter a new market, craft your message carefully and be specific. Vapid promises that sound too good to be true to the masses aren’t going to bring in the returns you are seeking. If you want to target multiple segments, create multiple ads and target each specifically. If you are worried that one segment will be turned away by an ad that doesn’t speak to them, don’t worry. Most people will just ignore those ads and pay attention to ones that apply to them or resonate with them.
About The Author:
Michael Nelson “The Cogent Coach” is the President of Cogent Consulting Group and Expert Small Business Coach. I work together with small business owners to dramatically increase their business success.
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