I know, I know. I should be telling you that marketing is great and you should increase your budget for marketing. But the truth is, I think a lot of companies waste a lot of money on their marketing and I don’t want you to spin your wheels or waste your money.
You work hard while wearing all the hats in your business.
I've helped others simplify their marketing message and I can give you a clear, simple plan too. We'll make it easier for you to clarify your message so people will listen.
We'll get to your self-assessment, but first, it’s important that you understand a few simple principles about marketing.
Some of my favorite humans on the planet are graphic designers. I love them. They are necessary. But they are not the first step. If you’re working with a graphic designer but you're not sure yet which words will appeal to your audience, just put the project on pause.
Let’s take care of your foundation before you begin to build your house.
People buy when they see the words that make them want to buy and there’s a very specific formula to your marketing message. We will get to that formula later. For now, you just need to know that great marketing is:
Clear: People should know what you do and how it can make their life better.
About the customer: Your customers should know how you fit into THEIR lives. Your marketing is never about you.
Direct and specific: Don’t be vague. Tell your customers what to do next. Keep the options simple.
NOTE: If you represent another company, you probably have no control over the words represented on your company’s marketing collateral. Along with a million other reasons, I want to convince you to build YOUR own brand. We can talk more about that later, but for the purpose of this activity, focus on YOUR personal brand if you represent another company.
