THE Key To Success – Mastering Marketing
As a consultant I see businesses, entrepreneurs and professionals who are struggling to take their business to the next level. Frequently the cause of their struggle is self-inflicted. It is often one of these three causes that gets in the way:
Undervaluing and downplaying the knowledge they have that others want. They think that “everyone already knows that” (which couldn’t be further from the truth)
Not mastering the marketing to support their great products or services
A fear of being passionately assertive to engage others in the value of their product or service
Does this resonate with you? If so it’s time for a change because this is an entrepreneurial mindset issue that can create a barrier between you and success. Think of successful people you admire. They are not shy about talking boldly about their products and services and the results they get. Bold doesn’t have to mean boastful. They are able to do this because they openly share their passion and are totally honest about how they help people.
You also need to be a master marketer, or preferably engage one such as myself. This means that rather than focus on the next idea that comes along you focus on going deep with one idea, pulling all the knowledge out of your head and turning it into tangible products and services. Then you need to put yourself in your client’s shoes and, rather than telling them what you do, tell them in clear, compelling language about the results you can get them. That’s what they really care about. Take away the “I” language and put in lots of “you” language. Speak passionately about outcomes not the process you use to get the outcome.
I’ve written about the value of the 8 Word Positioning Statement. It is not easy but entirely essential in order to ramp up your marketing success. The simplicity of the concept is its beauty.
Once created the 8 Word Positioning Statement drives the majority of your marketing, communications, even your sales pitch. It’s that critical. Try it. You’ll find its worth the challenge.