Fundamentals of marketing

As you close the door behind you, you find yourself in a fog-filled room. You can hear muffled voices but you can’t make out who the people are, hidden in the misty gloom.

You stretch out your arms and make contact with a clammy wall, allowing you to edge your way along.

As you shuffle forward, you can start to hear the voices better. They are speaking a strange language.

If only you knew what they were trying to tell you!

If only you knew who these people were!

Know your audience and focus on your message

Sometimes trying to market our products and services can be a bit like aiming at random strangers in a foggy room.

That’s because we’re not sure about who we need to be talking to, or what we should be saying to them.

However, if you’re looking to grow your business, there are two things you need to be crystal clear on:

  • Who your ideal customer is (your client persona or avatar)
  • What exactly you need to say to them (your marketing messaging)

Here’s why:

Six reasons why you need to identify – and understand – your ideal customer

  1. You will be clear on who the prospects are that you really want to attract.
  2. You will gain real insight into what makes him or her tick; what keeps them awake at night; what they want, fear or dream about.
  3. You will know how your product or service is going to solve the problems they’re facing. (It might even help you come up with ideas for new products or services….)
  4. As a result of 2 and 3, you will know what to say to them.
  5. You will be able to picture exactly who you are talking to when you write your marketing materials.
  6. And, once you know who precisely you are targeting, it will be much easier to find more people just like them.

Four reasons why nailing your marketing messaging is important

  1. It will clarify how you should talk about yourself to your target audience AND how you communicate the value/benefits you provide.
  2. It will help you express why a customer should buy from you.
  3. It will give your prospects an exact understanding of who you are and the products/services you offer.
  4. It will show you what sets you apart from your competitors.

Because it’s only after you have done all this marketing ‘homework’ that you can really start to clear the fog, connect with your prospects, and begin to talk to them on a one-to-one basis.

Carole Seawert is a marketing copywriter who can help steer your marketing focus. Find out how to book a 1-to-1 marketing messaging session with her. Sign up to her monthly newsletter, Marketing Matters.

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