The five keys to successful marketing

One of the biggest challenges for people running a businesses is finding a steady steam of clients. One of the reasons this can happen is because so much time gets spent on what's going to be said to people on a website or in a flyer or an advert or article and not enough time is spent on the five keys elements that come before that.

The five key elements to finding clients:

1. Be clear on who you want to work with
2. Understand what they really want
3. Decide how you'll help them
4. Work out how to package your solution
5. Find the people

When I ask a client to tell me who their customer is the answer - more often than not - is: 'Anyone who wants to buy my service.' The problem with this that, 'anyone can be my customer' doesn't speak to 'anyone'. It doesn't touch or move 'anyone' and it doesn't stop 'anyone' and make them take note. The result is, little or no interest.

When you know who you know what

When you know who you're going to be working with you can build up a picture of what they really want. You get to know their pressing problems and this gives you critical information from which to build your service.

When you know what you'll know how

Knowing what a new client needs to solve their issues really helps you know what solution you can provide to that need. If you fail to work out who, you fail to know what, so you working out how you'll help is impossible. You could say, 'I'm a marketing consultant or I'm a massage therapist that's how I help people.' No. Wrong. That's what you do. That's not a solution.

When you know how you know the way to package

Knowing how to package the solution you offer comes from knowing how you can help to resolve the pressing needs of your clients. Let's go back to massage. Say you've worked out your market is busy executives. Let's say you service involves 90 minute sessions. But with travel etc it takes let's say another 30-60 mins to get to you.

As a busy person, I can't write off almost a half day each week to come and relax with you. So what package can you offer that will solve the dilemma? What if my workplace say no to you working with me in the office? What then? Be creative. What's your solution?

When you know how to package you're now ready to find the people

This is where most people start their marketing, having skipped the previous four steps and this is why so many people struggle. Yet when you do work your way through the other four steps, finding people becomes so much easier, simply because you know so much more about their needs and so much more about how you can help.

These principles work no matter what line of business you're in. When you combine them with your will to do business in a way that is sustainable, holistic and ethical, you're doing business in a way that makes for a better world.

Keep up the good work

Neil

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