The Reasons People do not Choose You
This is the point. Your marketing is effective when you take on board the reasons people do not choose you.
You’re in a Market Too!
It is easy to forget that as an entrepreneur, you are in a market too. There will be marketers only too keen to sell you their method or approach to marketing. Let’s assume they sell tried and tested techniques. Why don’t they work?
I’ve said this time and again and it is bad news for any entrepreneur. Most things don’t work. Why? Because most things solve the wrong problem.
Choose the wrong technique, implement it efficiently and you are motoring away from the solution you seek. Several months later, you have spent time and money on an approach that doesn’t work, you have to recover lost ground and then find the right method. You must understand the problem you face, to find the right solution. There’s no point in putting yourself in front of people, if your problem is they don’t trust you.
Just as you seek to solve your market’s problem, you need to name your own problem, to find the best way to promote your business. Your market is as aware of the risks of investing in the wrong message as you are. Think of your own experiences and ask how you can reassure your market that you can meet their needs.
What’s Your Problem?
- Does your market know you exist?
- How do you know you really understand their problem?
- How can you know your market trusts you?
Most Things Don’t Work
It is important to understand your problem not only because it is difficult or impossible to sell while you have your problem:
- You can waste a lot of time and money pursuing the wrong solution.
- If you attempt to cover up your weaknesses by trying a scam, it will be counter-productive, reducing your market’s trust in you and your offer. Furthermore, you are likely to reduce trust for everyone in the same market.
Most business-owners are aware they have issues they need to consider, even though they may not know what they are or be mistaken about them. It is essential you take time to name your problem and find the help you need to solve it.
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