OK…yesterday we talked about the first step in business branding and becoming a thought leader, which is to define WHO you want to target. We don’t have the marketing muscle or financial resources to become extremely well known to everyone, so we need to pick our targets carefully.
And remember…defining your target market as Small Businesses, CEOs, Corporations or Baby Boomers is going to make it VERY difficult for you to get the visibility you want.
CEOs…tough. CEOs of retail companies…much easier.
Small business owners…tough. Owners of small technology companies…much easier.
You get my idea.
Also, please remember that all we’re talking about here is MARKETING. This is NOT necessarily how you are defining the overall scope of your business.
For example, I operate in a variety of niches. But in each one, I craft messages and have websites that are targeted specifically to them.
OK, let’s move on to messages.
There are 3 key elements to the issue of WHAT you want to communicate. If you incorporate ALL 3 OF THESE you will find that you’ll become one of he recognized experts in your field quickly and inexpensively.
And (not surprisingly) it is the THIRD one that is the most powerful. It’s the one that actually enables you to have a true USP or Unique Selling Proposition. (There’s a lot of confusion around USP’s so the information HERE may be helpful.)
OK…the first element in branding yourself is communicating that you understand…and specialize…in solving a particular type of PROBLEM.
Why is it so crucial that we focus on this?
Becoming the recognized expert, the business celebrity is about GETTING ATTENTION from those we want to do business with. And in order to do that in this hyper-speed world, we have to get people to s-l-o-w down.
The “hook” that we use is the PROBLEM they face. That’s what you want to be emphasizing on your website landing pages, emails and in your sales letters. By communicating that understand the problem, you’ll get people to slow down enough so that they’ll begin to pay attention to what you have to say.
And yes, I know you’ve heard that before. But take a look at the landing page of your website.
Instead of communicating that we understand the PROBLEM, what do most people do? I’ll bet you can guess.
Want people to “get” what you do? Want to be famous to those who can hire you and refer you lots of business? Then the first thing you talk about are the SPECIFIC problems your prospects are facing.
Then…and only then…do we move onto the second element.
More about that tomorrow. Talk with you then.
OTHER ARTICLES YOU MAY FIND INTERESTING
What Type of Website Do You Really Need?
Getting Known By Those Who Matter
How To Communicate Better With Your Target Audience
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube