Make Your Marketing Solve
A Problem
By: Wendy Maynard
Copyright 2005 Kinesis, Inc.
You may be engaged in
marketing activities that
are working against you. Or,
at the very least, are
making sales more difficult.
It’s a common problem -
marketing that focuses on
what your company can DO and
what your company KNOWS and
how much experience you
HAVE.
Surprise! This doesn’t work.
Instead of focusing on YOU,
market yourself as an
innovative problem solver.
You’ll be pleasantly
surprised at how easily this
approach attracts new
customers. Emphasize how
your service or problem
fixes their nagging issue,
pain, or dilemma.
It doesn’t matter what you
offer as long as you keep
some basic principles in
mind:
1. Self Interest: People
(you and me included) want
to know what is in it for
them. They are interested in
useful ideas, services, and
products that make something
better in their life. Don’t
talk about YOU. Start
talking about THEM.
2. Comfort: People do
business with people they
know and trust. Start a
“conversation” with people
by giving them articles,
newsletters, or other
information that you have
created to HELP them. This
also allows them to learn
more about the way you think
and your capabilities
3. Generate Interest: Are
you effectively
communicating the one thing
that makes you unique? What
can you offer that no other
business can? In one
sentence, describe it. This
is your Core Marketing
Message. Use it over and
over to generate interest
and get people talking about
you.
4. Communication: To have a
good relationship, you have
to stay in touch. Whether
it’s family, friends, or
leads, this principle is
exactly the same. And when
prospects are ready to buy,
you want them to know YOU
provide the best solution.
Keep communicating through
phone calls, e-mails, lunch
dates, and so on.
ACTION ITEM: Are you
offering a solution to a
problem? Are you
communicating regularly? Do
you know your core marketing
message? If your current
marketing materials don't
take this approach, rework
them. With a focus on THEM,
you will easily generate
more sales and greater
revenue!
About the Author
Wendy Maynard, your
friendly marketing maven, is
the owner of Kinesis.
Kinesis (http://www.kinesisinc.com)
specializes in marketing,
graphic and website design,
and business writing.
You can visit her marketing
blog, Kinetic Ideas at:
http://www.wendy.kinesisinc.com
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marketing tips? Sign up for
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