Does the word “Marketing” fill you with dread and tie your stomach in knots? If so, you’re not alone. Marketing woes are common among small business owners, bloggers, and freelancers. Sometimes ensuring your product/service stands out from the crowd feels like a full-time job. It can be frustrating, exhausting, and can make you want to throw in the towel!
But what if you’re not sure your marketing needs a makeover? Here’s a quick test.
Does any of these sound like you?
- Is your booking calendar empty? (or too empty for comfort)
- You have a great product or service, but people have a hard time understanding what you do or sell.
- You have a B-E-A-U-T-I-F-U-L website, but it’s not converting views into sales.
- Your revenues aren’t growing.
- You’re on every social media channel, but not gaining much traction.
- When people ask you what you do, you don’t have a clear answer.
- You have high-quality social media posts, but aren’t sure who your target market is.
Where to start
If any of those hit close to home, it might be time to give your marketing a closer look.
I’ve found many fellow entrepreneurs struggle with a certain amount of confusion regarding their target market. As much as we’d like to think our products are perfect for everyone, it’s just not true. Besides, trying to be everything to everyone is a surefire path to burn out.
It’s important to clarify who you’re trying to reach and why. It’s digging into the “why” that (usually) brings a lot of insight into what your potential clients are thinking, feeling, and needing. This can lead to new product ideas, and a deeper sense of empathy and connection with your clients.
Once you know who you’re talking to, it’s important to know what to say. Having a simple, clear, effective answer to “What do you do/sell?” is a must.
Resources to help
For clarifying your message, the best place to start is “Building a Storybrand” by Donald Miller. This easy read takes you through an entire framework for making your messaging more concise and easier-to-understand.
To cut through the marketing clutter, reading basically anything by Gary Vaynerchuk or Seth Godin would be helpful. “Blue Ocean Strategy” by W. Chan Kim & Renee Mauborgne is another great resource for developing a strategy for setting yourself apart.