How To Effectively Market Your Business in 5 Simple Steps!
This week we received a lot of questions and we do mean a lot, about marketing, identifying your target market, and how to create your own marketing message. We decided to use this week’s blog post as a short course to help you Effectively Market Your Business. So, here we go…
Effectively Market Your Business to Your Target Market
Your “Target area” is not the same as your “Target Market”. There is a world of difference and without having a clear understanding of just what that is and how to identify your “target market” you can’t expect to grow your business or perhaps even stay in business for very long. Your target market in not WHERE you sell your products and services, but rather WHO most urgently needs your products and services. It’s critical that you identify this information for the success of your business as quickly as possible. You can do this by answering one simple question. Who will benefit the most from your products or services and why? When you answer this one question you have identified your customers who need you the most urgently and are eager to buy the solution their most pressing need.
Effectively Market Your Business Using Your Marketing Message
Your “Marketing Message” should identify a FEATURE of your product or service and the ADVANTAGE and BENEFIT of owning and using your product or service. Let me explain it this way. State a selling feature of your product or service. Next state an advantage of that feature such as more power, ease of use, better function, etc. Now state the personal benefit your customer will enjoy when they own your product or service. You have just created your marketing message and your sales tool that will help your generate more profit and we all like that. Here is a little tip.
Features, Advantages, and Benefits
A Feature is a type or quantity of something. It is also a logical or intellectual statement. So, you want to see feature specifications spelled out clearly in black and white. Advantages and Benefits are a quality or condition of something, have an emotional value, and are best conveyed by the use of something visual such as a photo or physical display. Each product or service type should have its own “Marketing Message” as well as one over-all Marketing Message for your company.
Creating Your Marketing Message
If you have never had any experience identifying your target market or creating your marketing message before, I know that it can feel a little daunting, so we are going to break it down into five bite size steps to make it easier. By the way, you can find your complete Marketing Message Creator inside your copy of the Small Business Toolkit right here. These five steps give you a very effective marketing message that you can use in multiple ways and on multiple platforms. So, here we go…
- What is the subject of your marketing message? This could be your product, service, your company, a special promotion, etc.
- What is in it for me? This should be a short (one or two line), comprehensive, overall view of your marketing message that answers why your customer should buy your product or service.
- What is the main “Feature” of the subject of your marketing message? This should be more of a technical or factual statement such as size, weight, dimensions, capabilities, technological abilities, or features, etc.
- What is the “Benefit and Advantage” of this main “Feature”? This is where you explain the advantage of having this feature and how it will directly benefit your customer. This should have a more emotional and personal feel to it.
- How does your product, service, company, promotional offer, etc. work? What are the mechanics? How does it do what it does? If you are making a promotional offer what are the steps your customer needs to take to enjoy your offer? If you have a product or service this is where you discuss how it will accomplish what it is designed to do.
Hopefully this will inspire ideas to help you develop your marketing messaging. If you are looking for even more practical hands-on help, we have two other resources for you. First, we have created an actual Marketing Message Toolkit for small business owners just like you to help you generate more sales, grow your repeat customer base and meet today’s challenges head-on with confidence. You can find yours right here!
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