In this week’s SUCCESS Line I will answer one of the most frequent marketing questions entrepreneurs have: How do I find my target group and then communicate them?
Almost all young entrepreneurs lack clarity about their position in the market and this week’s guest is no different. Craig is a young Utah entrepreneur who, like me, made his career in door-to-door sales. But he has always loved coaching and teaching, and his dream is to become a public speaker and best-selling author. So how does he break through the noise and get his message out? And how does he know who needs to hear the most what he has to say?
Fortunately, these are problems that I have spent my entire career learning how to solve them.
The origin of all marketing lies in your answers to these three questions:
- What problem are you solving?
- Who do you solve it for?
- How do you solve it?
If you don’t know your answers to these questions, stop whatever you’re doing and get out your notebook.
Now that you’ve answered these questions, the next step is to translate your answers into your marketing. Not sure how? Read on for my top three tips for compelling and passionate marketing.
1. Copywriting sells by the written word.
For some reason, people become boring, informative robots when writing copy for their business. But your marketing copy is not a news report; it sells by the written word. Your copy should be compelling, engaging, and exciting – not just an emotionless ticker of facts and dates.
Think about how you would tell your best friend about a great new movie or restaurant. What language would you use? Whatever you would say in a real life conversation to sell something should be put on your copy.
And I’m going to share with you one of our best text shortcuts at Brand Builders Group: Pain moves people. One way to cause pain for readers is to describe their life as it exists today without your solution. That is possibly the most powerful thing you can put in your copy.
If you can prove to your readers that you know what they are struggling with and that you can articulate it, they will instantly trust you and your ability to provide a solution to their problem.
2. Don’t write to the world. Write to a person.
Whether you’re doing a podcast, going live on Instagram, writing a book, giving a presentation, or writing text, don’t write to the world; write to a person. Solve a real problem for a person and talk to them like they are the only other person in the world.
When you do that, your material will be powerful, persuasive, and instinctive. It will hit any reader, listener or viewer as if you were speaking to them directly because you are.
This goes back to the same mindset problem that I discussed in my first point. As people prepare to go live or write marketing texts, they become news reporters and start broadcasting around the world as if they were on national television. So many entrepreneurs think they need to sound different or great about their marketing when the opposite is true.
Talk to a person as if you are having a real conversation and solving a real problem. Your writing and speaking will be able to reach so many more people when you do this.
3. Passion is what convinces.
To start a business or a brand, you must first connect with your passion or uniqueness. Whether you are starting a nonprofit, selling a service, or launching a personal brand, the whole point has to be the problem that you are passionate about solving.
- What were you sent to this earth for?
- Who should you help?
- What question did you answer?
- What obstacles did you overcome?
That is your uniqueness, what you can do that no one else can. And this energy and this fire is what we need to replenish and use.
If you are separated from your passion, you probably won’t become a top performer. You can safely make a living, but you will not find your full potential until you do something that makes you feel alive and awake.
Once you find what is cheering you on, there is no competition, noise, or comparing yourself to others. Nothing matters with passion. It’s just about finding your uniqueness and bringing it out into the world in a way that can break through the noise and really change the lives of others.