One of my coaching clients is a very talented kitchen designer. When she lived in a large city, her customers understood and appreciated what great design can mean to the value of a home. When she moved to my hometown, she faced a significant challenge communicating her value. My town is a great place to live, but there are few fewer amenities and big city features. My town has a number of affluent and successful people, and she has struggled finding her niche and voice in our community.
My client’s case demonstrates the challenge many of us face when communicating our brand and value to our ideal customers. We were good at traditional jobs, and we wanted to do those jobs in our own businesses. Unfortunately, starting from scratch means finding your voice in a crowded room. As best-selling author Michael Hyatt puts it, you need a platform for your voice to be heard. I recommend five steps to incorporate your unique voice when building your marketing plan.
Profile your ideal customer
You must describe your ideal customer in direct and clear terms. We are looking to make a personal connection with a specific individual. Target markets do not buy your product or service – people buy. Your marketing plan must contain a detailed profile of an ideal customer.
My client knows her ideal customer is an educated, affluent professional willing to spend significant money for a job to be done right. She has written a detailed profile including where this customer shops, how she consumes information, and even where she eats dinners with her family. This level of detail is critical to learning the best ways to reach this client.
Find the right way to educate your ideal customer
I don’t know about you, but I am turned off by pushy salespeople. I do not like being sold to. However, I do like buying and learning about things. If you educate me on a product or service, you improve my chances of buying. Education is a big part of marketing in today’s noisy world. My client is considering a number of content methods to build relationships and share her significant knowledge with her audience.
Let your natural gifts and passion show in your marketing
Do not try to be someone aren’t. If you are energetic and speak well, do videos. If you enjoy writing, start a blog or write articles. If you enjoy interviewing others, then record interviews and turn them into podcasts. The important point is to focus on what you enjoy and know well. Your personality and enthusiasm will shine.
You cannot write a blog once a month. You cannot attend networking meetings twice a year. You must be a regular presence in your chosen marketing channels. It can take as many as seven times before someone will consider buying from you. Consistency will generate goodwill because people will remember you.
Get them to know, like, and trust you
John Jantsch of Duct Tape Marketing offered this simple definition of marketing in his first book. It is so true. Customers buy from those they know, like, and trust. When you consistently show your passion to educate your ideal customer, you will succeed in your marketing.
A good marketing plan will create awareness about your company and maximize the investment of time and money in your marketing. When you find the right way to demonstrate your value, you will find your ideal customers looking to do business with you. How can you make your own voice be heard?
Photo by Kimba via Flickr Creative Commons
Do you want to know which half of your marketing REALLY works? Check out a webinar AJ Perisho and I will deliver on Monday, July 30. If you want to learn how to change your marketing to make your business happen, join us on July 30th!