4 Things I Learned About Marketing that Drastically Improved My Business
Post Contributed by: Ryan Caputi
I was always put off by marketing. I knew nothing about it, and received many messages that said marketing is evil, manipulative, and dishonest. So I stayed away from it for a long time. Eventually business demands wore me down and I began to learn about marketing. Boy was I shocked and surprised. What I learned about marketing was the opposite of what I previously thought. I learned that marketing deeply connected me to the lives of other people, and found that a little bit of effort went a long way to produce business results that benefited my clients and my business.
Here are four things that I learned about marketing that drastically improved my business:
1. It’s not about you, it’s all about them
I used to spend so much time thinking only about the services and products that I offered and how to effectively communicate their value. One basic principle of marketing is to focus your thinking on your target audience. Do you spend time thinking about the people who will be consuming your products or services? What are their days like? What problems do they have? Why do they have those problems? Once I shifted my focus from what my business had to offer to the lives of my target audience, my marketing efforts improved dramatically.
2. It’s about solving problems for people! You mean marketing is altruistic?!
Once I spent a good amount of time thinking about the people who would be consuming my products and services, I better understood how my business was solving problems for people. This was crucial because my marketing communications shifted away from messages focused on what I was offering, and instead focused on how my product or service was solving problems for my audience. Clearly communicating how my business solves problems for my audience tells them why they would be interested in engaging with my products and services. Again, marketing efforts improved!
3. Short and concise
Let’s face reality, we live in a fast-paced world. Most people have smartphones, and are engaged in busy lives. People do not have time to sit and read three paragraphs worth of information about my business. They need key information communicated in an easily digestible way. So after learning to focus on my target audience, deeply connecting with the problems they face, and understanding how my business solves those problems, I then learned how to condense my marketing language into short but content rich statements or phrases that communicate value. If someone can easily identify themselves thru a quick statement, photo, feeling, or phrase, they are more likely to stay on my website or engage with my social media posts. Again, marketing efforts produce results!!!
4. Present a “Call to Action”
One final marketing concept that I learned is called a “call to action.” Remember a long time ago, when I was previously thinking only about my products and services and the best ways to describe them? I was also in the habit of posting information on my website in the form of stale facts and descriptions. Kinda something like, “This is my service, blah blah blah.” You’re probably already bored! “Calls to action” ask your target audience to engage. They either present an option for action, such as “Book a session today!” Or they ask for engagement, such as “Tell us why this works or doesn’t” or “Join me here!” Learning to communicate with “calls to action” asks your audience for participation and creates an experience that is alive. Gone are the days of stale websites and posts. Create an experience!