Another question, who is your ideal customer? What are the exact specifications of the
ideal; company size, age, gender, income level, hobbies? Identify your top customers in
terms of profitability and profile them. What are their demographics? What companies do
they admire most? Why do your customers hire you? Have you ever surveyed them?
The flip side of this exercise is to outsource all the things you are currently doing that are
not your core competencies and that are not central to income generation. Keep the work
of your business as simple as you can. Concentrate on those activities that are directly
related to revenue generation. Focus your efforts. Every hour of every employee’s time
spent doing chores that are unrelated to generating revenue is actually hurting your
business because not only is it non-productive, there is the opportunity cost- that time
could have been spent doing productive, income generating activities. Even you owners
can only lay claim to being proficient at perhaps 2 of the 15 hats you have to wear, that’s why you
hire the talent you lack, so you can leverage talent for your business.
Now reduce it to one thing that your business excels at in your marketplace. Once you
have that one thing, how can you communicate that to your ideal customer in an
irresistible way. Yes, your goal should be an irresistible offer. Make your marketing
clearly state your irresistible offer related to your core competency, back it up with
testimonials so it’s believable, take away the risk of doing business with you, and you
will have a clear, focused marketing message. Do you have work to do? Has this been
helpful? I hope so.
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Great post. I have found marketing in general to be interesting and challenging at the same time. This really helps to give me a better direction or strategy that I dont believe I had before. Great post.