"The aim of marketing is to know and understand the customer so well, the product and service fits them and sells itself" - Peter Drucker
Yes, today is all about marketing. But it is also more than that, it is about gaining the trust of your ideal clients, the trust of your employees and your trust in your vision of where you can take your business.
We already know that the two main drivers in business are INNOVATION and MARKETING. Concerning the marketing element, we want to really decipher on how well we are communicating. If your client is coming towards you, they have started to engage with you, what are you doing to capture their attention, to let them know who you are and what you do and how to serve them better? Remember, 53% of clients stay loyal to your brand because of their client experience. This is your moment.
Let's go back to the beginning - What was the reason why you decided to go into business in the first place?
What was the certainty you felt about your business idea?
How big of an impact were you ready to unleash to the world?
This is the basis of what we call - 'your origin story'.
My story began sitting in this audience of a Tony Robbin's conference and thinking I could impact others and serve them at a higher level, so we all could achieve something better.
Your origin story is an opportunity to gain your client's or even your employee's trust, that is being truly authentic, being transparent and showing your emotions of excitement and empathy.
If you looked at your existing database, how many clients would even know your origin story?
Uncover, create and implement a core story that gives your company an extraordinary advantage. Apply your businesses uniqueness - its X-factor, your team's X-factor, your X-factor.
What is the message you can use to 'activate' your client to listen further?
David Meerman Scott says "It is always important to own your own online real estate ". Meaning have something that you control to create and house you content. So where do you market your message? (Referrals, Direct Mail, Emails, Social Channels, Trade Shows, Blogs, Forums, Google Ads, Repeat Clients, Newspapers, Radio, Partnerships, etc).
Find out what cause or charity your competitor supports.
What marketing do they do around that?
How do their clients benefit from their promotions?
Is there a loyalty/rewards program?
How could you fashion similar campaigns to affect more potential clients?
Be ready to display your reviews and testimonies showing your proof of happy and satisfied past clients.
Applying questions to you and your team through these set of drivers:
1. Psychology of a leader
You have to be very clear on:
- Who are you serving?
- Why do they follow you?
- What is the message they are hearing?
- Where in their customer journey should they see it?
- How should it be presented?
- When should it be delivered?
Maybe even turn tables around and ask who are you following on social media? Why do you follow them?
What are you going to do this week?
What do you need to do so you can be released from the worry of it?
What would be the benefit of your business? ...your team? ...yourself?
Who really needs your product or service?
"If you truly believe your product or service could be so valuable to another in need, it then my friend is your complete obligation to deliver and show them." We all come from a place of love and sincerity and the want to help raise others to a higher standard.
So I ask you, what are you doing to go above and beyond for your clients? How do you form enough trust to build a relationship with your clients?
I wish you every bit of success you let yourself deserve.
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