- Who is your customer exactly? What kind of person is this? What title do they have (professionally, or personally)? Where do they work?
- What kind of value or improvement is really important to these people? Do they value increased revenue? Or maybe increased productivity which creates more free time?
- Does your product or service address this value that your target market finds important?
- If so, how exactly? How does your product or service improve lives and companies? How are people and organizations better off after experiencing your value?
- Here’s the big one: Are you marketing that?! The answer to question four should make up the first 80% of your marketing. The last 20% can be your technical details, process, and specifications.
In marketing, we hook people with emotion, and we close the deal with logic. Allow people to find the logic if they need it, but first, overwhelm them with your emotional value.
Along with my wife and two kids, I wish you and your family a wonderful, safe and very Merry Christmas!
This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.
I'm a market strategist, consultant, coach and speaker for product and services companies that are looking for dramatic growth and increased revenues.
My clients include Fortune 500 firms like Amazon and Sprint - as well as publicly traded companies like Logitech, TiVo, Virgin Mobile and Yelp.