No matter how you are marketing, there are elements of you and your business that give substance to your efforts. Whether you are using traditional offline direct mailing, advertising, networking or public speaking, or the latest in technological flash and dash, the central elements remain the same.
Here are 9 that I see in action in successful businesses.
- Know what your ideal clients really want. What do they want emotionally and logically? Knowing what people want and giving it to them is a huge ingredient in business success. Get beyond what YOU think they NEED. Your opinion is not that important to them. Sorry!
- Make a real connection with your audience so that they feel you understand them. To do this you have to know who they are and what makes them tick.
- Reveal yourself to them so they see a real human being and not an anonymous company name. Let them know who you are. Tell stories about yourself that demonstrate your expertise and passion and, at the same time, show your personality.
- Don't be afraid to admit mistakes and show weakness or talk about where you had problems in the past. You're human. And so is the person who'll hire you.
- Determine what makes you and your business unique or different from everyone else in your market. Why would anyone buy from you rather than from your competition? What makes you stand out?
- Engage your market emotionally. There's a statistic that's been around for a long time that says we make decisions primarily from our emotions and then justify that decision with logic. When you tap into their emotions of your ideal clients, they'll be drawn to you and what you offer.
- Be likeable. No further comment needed!
- What are the aspects of your personality that are reflected in your business, AND that your clients care about. Take time to figure this out and it will give you a framework for everything you do and say.
- Have opinions. When you come across as bland and vanilla, you fade into the background. Don't be afraid to say what you think even if it goes against the mainstream. There will always be people who don't like you and lots more who love you. I learned a long time ago that I don't need everyone I meet to love me. I would like them to like me and respect me as a business professional. My friends and family love me.
When you incorporate these ideas into your marketing you'll lay the foundation for marketing success.