MARKETING IN 999 WORDS
This is the most to-the-point text about marketing and growing your business that you will ever read.
WHAT IS MARKETING?
Marketing is the art of transforming strangers into friends, friends into clients and clients into ambassadors for your product or service.
Find/create a remarkable product that people want to own.
Find a very specific target audience with a problem and offer them the best solution.
WHAT IS YOUR ROLE?
Being an entrepreneur means making a profit by solving problems. The bigger the problem that you solve, the easier it will be to make a profit with your solution.
WHAT IS IT THAT YOU’RE ACTUALLY SELLING?
You’re NOT just selling a product or service. You’re actually giving people and EXPERIENCE through marketing.
The complete experience of …
- Discovering and learning about your product
- The desire for your product
- Ordering your product
- Receiving your product
- The joy of using your product
Deliver an experience that gets both your prospects and clients engaged AND that delivers value during the entire time that they are in contact with you.
YOUR TARGET AUDIENCE
Determine who the interested buyers are.
Communicate only with those who will most probably buy your product (they are ready, willing and reachable)
Focus all your marketing resources on converting these people so that you get the maximum return out of your investments (in time, money and effort).
Don’t waste time and money on people who are not going to / are not able to buy your product or service, even if you think they will benefit from what you’re offering.
Sketch a clear image (profile) of your ideal customer. This is the person you want to reach. Focus all your communication on him or her.
To convince your ideal customers to buy your product or service, you need to be very explicit about the benefits for them.
MAKE IT EASY FOR YOUR TARGET AUDIENCE
It is your task to make it as easy as possible to choose for your product or service. Becoming as effective at this as possible is the ultimate marketing test.
FOCUS (80/20 RULE)
Your marketing has to focus on the problems of your customers; their fears, frustrations, desires and ambitions … and on how your product or service is THE solution.
Determine the marketing channels that are the most suited to transforming strangers into friends and friends into clients.
When you’ve found the most effective marketing channel, you have to use your effort (and budget) to turn it into an even bigger success.
OFFER TRUE VALUE
The value that you offer … is equal to the benefits that your customer experiences.
It is not your sales price or your rates.
Something cheap can have tremendous value for your client, while something expensive doesn’t have to mean a thing.
The value that you provide, determines the price you can ask.
Commit to giving more value to your customers, before, during and after they buy.
It’s your responsibility to prove to them that you provide this real value.
Your biggest resources are time and money.
It’s an art to employ both with wisdom, efficiency and effectiveness.
If necessary you can outsource.
STUDY THE NUMBERS
There are more products or services like yours.
Create a positioning that will communicate clearly why you are different and better than the rest.
If you own a business already – ask your clients what they appreciate the most about your product or service – these are the most important clues for how you can differentiate yourself.
Look at ALL costs when you’re determining the price of your product or service. Including the costs for marketing. You’re running a business, not a charity.
Prospects can only judge you on the image that you give them.
If you have a horrible website, a bad buying experience, disappointing customer service, or bad marketing, they will attribute the same qualities to your product.
Marketing is about the entire experience that you offer a customer.
INVEST IN YOUR SUCCESS
You have to sow before you can reap. Invest at least 10% of your turnover in improving your marketing.
YOUR COMPANY NEEDS NEW CLIENTS TO SURVIVE
Your biggest marketing goal has to be ‘become very good at attracting clients’, or find someone who can get you new clients or … close your business.
YOUR COMPANY NEEDS RECURRING CLIENTS
Your second marketing goal is to get clients who come back again and again to buy from you.
TEST, MEASURE, EDIT, REPEAT
Some marketing strategies work better than others.
To know which one works the best for you, you will need to test which strategy brings in the most per unit of investment (time, money).
You are responsible for people understanding why they need to buy your product or service and why they need to buy it from you.
They don’t know … unless YOU tell it very clearly.
MAKE AN IRRESISTIBLE OFFER
Make your prospects an offer that’s so amazing that they cannot bring up any reasonable objections to buying. This is what we call ‘The Irresistible Offer’.
Most people hate ‘selling’.
So don’t do it. Stop it.
You will only be ‘forced to play the salesman’ when you are not completely convinced that your product will change your prospect’s life.
When you believe in your product or service, you only have to help people and educate them. So start believing in your product or service, or find a new one that you do believe in.
WHEN IT GOES WRONG …
Every time your marketing doesn’t work is an opportunity to learn something.
Make sure you learn your lessons.
The basis of every entrepreneurial success is about finding or developing what people really want and offering it to them.
That’s why it’s your task to find the real problems and to solve them with real earthly needs. Prove that your product makes a difference for your prospect and clients.
That was it. Marketing in 999 words.