Are you confused about using social media and just don’t know where to start your marketing efforts? Are your current efforts just not paying off as well as you think they should?
Maybe it’s time to get back to basics with your marketing efforts and find your Marketing Sweet Spot.
I know, I know… anything that says “back to basics” reads “spend more time on” and you’ve already got your hands full.
I can guarantee you that investing a little time right now will save you time and money in the long run. Understanding your marketing sweet spot will:
- Provide you with a simple framework for decision making
- Make your marketing messages more consistent in all respects
- Make talking about your business to prospects and clients even easier
If those aren’t enough good reasons to step back a little and take some time on the basics, how about this one. You probably wouldn’t be reading this if what you’re currently doing was working for you.
Marketing’s Sweet Spot
Let’s face it, you’ve already got a lot on your hands as a business owner. Besides the thing that got you started down this road, you have to be able to a number of other hats in order to successfully run your business. So, you need to leverage all of your activities to make the most precious resource – time.
That means when it comes to marketing you need to find your “sweet spot”.
If you’ve ever played tennis or baseball, you’ve probably already know about the sweet spot.
A sweet spot is a place where a combination of factors results in a maximum response for a given amount of effort. In tennis, baseball, or cricket, a given swing will result in a more powerful hit if the ball strikes the racquet or bat on the latter’s sweet spot. WikiPedia
When I was first learning to play tennis in high school, I practiced hours trying to find the sweet spot on my tennis racket. Anyone who knows me knows that I’m not exactly a coordinated athlete. Not only did it feel different when I hit the ball with the sweet spot of my racket, but there was an unmistakable “ping” that told me I was on the right on.
I’m lousy at baseball so I can’t talk to that one, but according to my wife, it’s the same thing with a baseball bat.
There are three things you absolutely have to know in order to build visibility, likeability, credibility and, of course sales for your business.
- Ideal Client
- Value Proposition
- Unique Selling Proposition
If you can get your head around these three things than you can align all of your activities to attracting the right people to engage with in your business and over time become your raving fans who help you grow your business.
Defining Your Marketing Sweet Spot
1. Your Ideal Client as Your Target Market
Simply put, your ideal client is the person who wants to buy what you have to offer, can afford it sees value in what you offer and respects you.
Now who doesn’t want more of these?
Trying to market to everyone ends up in both mediocre results and is exhausting effort because you’re trying to please everyone. The more you know about your ideal client, the easier they will be to find, talk to and convert to raving fans.
You need to become the Jason Gideon (played by Mandy Potinkin) of the TV series, “Criminal Minds” for your business.
If you’ve never watched the program it’s about a team of profilers who go after serial killers. On the program they start with some general demographics – male, female, age, education etc. and before you know it, they start putting themselves in the place of the killer and how he or she thinks and what they might be doing at that moment?
OK, a little extreme, but it makes the point.
Like the profilers on the TV series, the more you know about your ideal client, the better you understand them and what motivates them, the easier it will be to find them and talk to them.
And, one final thought on this topic.
Don’t under-estimate who your ideal clients include in today’s world. There are a lot of stay at home dads these days who make the buying decisions on those cloth diapers you might be trying to sell.
2. Your Value Proposition
Every time someone buys something it’s because they see value in the product. Your value proposition is not what you think it is, instead it’s what your customer perceives it to be.
Create a list for yourself of all of the features of your product and then translate those features into benefits that your ideal client will value.
The key here is that they need to be benefits from the perspective of your ideal client and not necessarily what you think they should see as a benefit. Remember, they have to be willing to pay you for your product.
If you want to make money, you have to be the provider of a solution for which a large enough group of people is willing to pay. Mark at “The Blog Builders“
Try selling shampoo to a man who’s balding. It may be the best smelling and with the most precious emollients around and you won’t get his attention.
But, tell him it will help him grow more hair and he’ll be buying it from you by the case!
Now I’m not saying to exaggerate benefits or fool customers in any way. You’ll end up losing more than you’ll ever gain. Just understand what’s the most important benefit that solves a problem for them.
3. Your Unique Selling Proposition (USP)
This is what differentiates you or your products from your competition, and there are a couple of good reasons to know yours.
- If you don’t know what makes you or your product different from the competition, then you’re going to have a hard time explaining it to prospects.
- Your USP gives potential customers a good reason to do business with you.
Many companies are smart by turning their USP into their tagline or slogan. Here are a few examples:
Avis: “We’re number 2, we try harder.”
FedEx: ”When it absolutely, positively has to be there overnight.”
DeBeers: ”A diamond is forever.”
Being able to communicate your Unique Selling Proposition, whether your blogging online, updating your status on Facebook or talking to someone at a local meeting is key to your success.
Add that to talking to people you’d consider your ideal client about your products or services as a solution for them and you’re hitting your Marketing Sweet Spot.
Now it’s your turn…
I’ve only just scratched the surface with this article and plan to make it into a series. Whether your brand new to being in business or well established and thinking about getting some help with your marketing programs, understanding the basics and how they apply to your own situation will set you ahead of the crowd.
If any of this resonates with you, take a moment now and let me know in the comments.
If you have a question, ask away.