Marketing — or generating leads for — your business shouldn’t be a mysterious process. In a nutshell, you’ve got to identify the problem you solve, somehow get in front of people who have that problem (and are committed to solving it) and get them to say, “YES… I’d like to hear how you might solve this problem for me.”
From there, you get into the selling conversation — via copy, video, webinar, phone or face-to-face selling. But for today, let’s stay focused on MARKETING, the very top of your sales sequence. Every business is different, marketplaces constantly evolve and social media and digital marketing outlets are quickly expanding our marketing options. BUT, there are some fundamental constants we can count on when strategizing how to market our business, our new product or our new offer.
Here’s the time-tested trifecta of profitable marketing:
WHO
Knowing who you are marketing to is where all marketing starts. Ideally your market:
- has a problem you solve
- is easily reached, ideally in masse
- is willing and able to pay to have this problem solved
WHERE
After you decide your “who,” you’ve got to decide your “where” or where you will reach your target market. Perhaps you’ll reach them by speaking at an association meeting or writing an article for their industry trade journal. Maybe you’ll show up in their neighborhood newsletter or at a local networking group. It’s possible your “where” strategy is showing up as a joint venture partner to someone who is already serving them. Where will YOUR marketing reach your target market?
WHAT
Now that you know WHO you’re targeting and WHERE you’ll find them (and they’ll find you) the last cornerstone of your marketing is WHAT you will say to them. This is your message. You want your market to know that you understand them, and their problem… and that you are uniquely suited to solve it for them. Your marketing should very clearly state your offer, or your call to action, what you want them to do next. Your message should call out to your WHO very specifically. Don’t water it down so it appeals to the masses. Speak to YOUR “who” very directly for best results!
