When you’re networking, creating a brochure, writing an article or conducting any other activity to market your small business, do you have a clear idea of what EXACTLY it is that you’re marketing?
Of course – you’re marketing your small business, but do you have a clear sense of what you need to… in fact, absolutely have to… actually market to prospective clients?
What about marketing, what you do? Sure, that’s an important item to market about your business.
Most small business owners believe they know exactly what they do. And they believe they can convey what they do, to prospects in a way they’ll understand.
If you’re an accountant, you probably think you do “accounting.” If you’re a business consultant, you probably think you provide “consulting services” for businesses. But when it comes to marketing, generalizations and labels aren’t enough. If you don’t have a laser-focused description of EXACTLY what you do, your prospects aren’t going to know. And if nobody knows exactly what you do, how will anyone know they need your services?
So, of course, if you want to succeed with marketing, start by developing a crystal clear description of what you do. But, marketing what you do really is NOT exactly what you should be marketing about your business…
Okay then, what about marketing who your target market is?
Of course a target market is important. I preach and preach to choose a niche and specialize in that niche. Of course you should choose a niche and indicate that niche in your marketing.
But really, is your niche what you are marketing? Is it what you should absolutely be marketing?
The answer is no.
The thing that you’re marketing, the thing that you should be marketing, the thing that will make a huge difference in your marketing is…
Marketing EXACTLY you do for your prospects that solve their 3Ps — pain, problem or predicament.
You see, what you do, in the form of accounting or business consulting or dental work or massage therapy or whatever else is really important. Who you work with in terms of moms, or corporate CEOs or IT departments is imperative too. But the most important thing you’re marketing is solving problems, fixing problems, what’s in it for them, alleviating the 3Ps that every prospect has.
And too many small business owners miss this.
If you market your services in a way that details EXACTLY how you can solve your prospects’ pains, problems, or predicaments, they’ll be much more likely to identify with and respond to what you’re saying. They’ll know you’re talking to THEM.
When you really stop to think about this… you see that it’s absolutely true. The reason people buy from serviced based businesses is to solve a pain, problem or predicament. That’s basically about it. The level of severity varies greatly, but it is all about problem, pain, predicament solving.
So, drop the labels = accountant, business coach, dentist, chiropractor. Quit focusing too much on processes and procedures. Identify your target, but don’t forget that the exact thing you are really marketing is EXACTLY how you will solve a prospects’ pain, problem or predicament.
When you know EXACTLY what you’re marketing, you’re much more likely to succeed. Now you know. So, go forth and fix it, solve it, remedy it and profit from it.
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