Below is a talk I gave at our local Chamber's Jump Start program, which helps individuals start their businesses.
First impressions are formed in under 7 seconds. That doesn’t leave much time to grab someone’s attention. I’m Deanne Swain, and my passion is in helping people and businesses to create alignment and share their message in a clear authentic manner. I’m a graphic designer with over 21 years experience in publications, advertising, and marketing here in Western Wyoming … It’s my pleasure to visit with you this evening about marketing.
What is marketing to you? {discussion}
Seth Godin, modern day guru of marketing says that: “Marketing is the act of making change happen.”
Effective Marketing involves:
- A lot of psychology & knowledge of your ideal customer
- Test Test Test - test your theories out, adjust and repeat
- Asking for help - being willing to accept constructive criticism
Before we can jump into strategies and specifics of marketing your service or product we have to lay the foundation that will make the specific strategy flow with ease.
Cornerstone #1 Who Are You?
Values/Characteristics (handout sheet) - narrow your values down to the top 3 or 4, write on a stickie notes, place around your home/office, LIVE them.
Be Authentic & in Alignment across your professional & personal life - this builds Trust with yourself, your family, friends, and clients
Cornerstone #2 What is Your Why?
Simon Sinek TED talk https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
Tell an interesting story to your audience - Storytelling is an incredibly valuable tool for you to add to your proverbial marketing tool belt.
Keep it fun/playful
Cornerstone #3 Who Is Your Tribe? You are not for everyone
People like us, do things like this - Seth Godin video - https://www.youtube.com/watch?v=hJKgagjoqNo (finding your who - 5:30 min)
https://www.youtubhttps://www.youtube.com/watch?v=hJKgagjoqNoe.com/watch?v=589tH-wtCak (Tribes We Lead - 18 min)
Who is your target audience - what are their pain points - how does your product solve their problem?
Demographic Profile (Census, Neilson Data, anything quantifiable)
Psychographic Profile (qualitative attitudes, beliefs, associated behaviors REMEMBER: fears, doubts, concerns, hopes, dreams, aspirations are NOT about your product/service, it’s about your Avatars view of the world)
Geographic Profile (where do they live; where do you want to focus your business)
Cornerstone #4 Where to start: Smallest Viable Audience & grow from there
What is the Smallest Viable Audience?
A minimum viable audience is the smallest possible market you can serve and that can sustain your business as it grows. It’s about targeting the people who will particularly benefit from what you are offering.
Show early adaptor section of Simon Sinek talk (same link as above, starting at 15 min point )
Two things happen when you delight your minimum viable audience:
you discover it’s a lot larger group than you expected
they tell the others
Marketing Resources:
For specific strategy learning & techniques, check out
Hubspot Blog - Free online InBound Marketing Courses
CreativeLive
Marie Forleo B-School
https://mixergy.com/Master-Class/Copywriting/TheCopywritingChecklist.pdf,
digitalmarketer.com
themarketingseminar.com
Seth Godin - Purple Cow, This Is Marketing
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