Better Marketing. Less Hustle.
If there’s one thing small business owners don’t have a lot of, it’s time. So, let’s get right to it. Marketing is probably on your long to-do list, and it probably seems really time consuming now and then, or more often than not.
If you’ve been relying on tactics that feel rote or kneejerk instead of rooted in meaningful thought work, here’s what I want you to know: You don’t need to spend half your waking hours on marketing in order to make an impact. What you DO need is to set yourself up for ongoing success with a solid foundation made up of three key actions:
- Know your ideal clients
- Craft a message that matters
- Show up on the regular
This blog series explores how investing time up front in each action will save you effort in the long run and deliver better results. Knowing your ideal clients is the logical starting point because you can’t speak their language until you really understand who they are. I mean, you could engage in some idle chitchat, but we’re here for meaningful conversation. This is exactly why terms like “audience profile” and “buyer persona” can feel a little off. Having a deep understanding of who your people are is critical, but these terms dehumanize the humans you’re trying to reach and turn individuals into a sea of faceless prospects.
Your inbox is probably stuffed with shot-in-the-dark generic offers that don’t quite land. There’s nothing personal about them, so make sure you do the opposite with your marketing. When you shift how you think about who you want to work with, it changes how you talk to them. Here’s a tip to help you focus. Think of one great client you have. Someone who makes you say, “I want more clients just like [fill in the blank].” Now, take a minute to really see this person.
- What are their goals?
- What gives them energy?
- What do they love about their work and what makes it challenging?
- What keeps them up at night?
- What problem has them stuck?
This is a real human, not a statistic. When you feel what inspires and scares them, you’re right where you should be. Standing in an authentic understanding of who they are and what they need, you’re primed to make a real connection…and a real difference.
The questions above go so much deeper than checking off the job title/income/industry boxes. The better you know these people, the better you can serve them, and the easier it will be to do just that. It also means you’re teed up for the next step; creating messages that matter. More on that next time!
For now, take a stroll in your clients’ shoes. It’s a walk that will be well worth your time.
