Three Cs to Market Your Small Business Smarter

Let me start right off by saying if there were a single marketing formula that always worked, everyone would use it – and a lot of us would be out of a job. Instead, we try things on until we find a fit and feel that works for us.

I call my tried-and-true formula The Three Cs Trifecta and, because I think gatekeeping is mean, I’m sharing it with you:
Clarity + Creativity + Consistency.

Clarity focuses on two fronts: message and delivery. I trust you know who your audience is, which means you know their pain points and motivations. An effective message has to start here – truly understanding your clients’ needs so you can solve their problems from a place of empathy. Feeling a little fuzzy on this front? You can learn more right here.
Now, how do you get your amazing message out into the world? Let’s answer that question with a question; How does your audience seek and consume information? Whether it’s social media, websites, email, traditional media, or something else, be very clear about where your people are. Then, go there boldly with the solution they need.

Creativity is the part of marketing that most people really like…because it’s fun! You get to open up the big box of Crayons, throw out audacious ideas, twist a phrase or two, and see what sticks. Not to throw a bucket of cold water on your brainstorm but I do have a caveat. Your creativity must support your message, not overshadow it. Clever content is fun to write but the fun ends when your audience can’t figure out what you want them to do. Creativity adds the color and excitement that stops people in their tracks. The best way to keep their attention? Deliver a message that’s meaningful and memorable.

“Consistency looks like nothing is happening, until everything changes.”
Whoever said this is brilliant because once you’ve got your message and creative spot-on, it’s time to trust the process.
I’m not a patient person so I find this to be the hardest part. The old me would craft a couple social posts, send an email to a warm lead, and then wonder why a flood of new clients didn’t crash through my door the very next day. If only! Consistency is showing up where your audience is and telling them what they need to hear…over and over and over. There’s no timeline for the “until everything changes” part but I can tell you from experience that it will never arrive if you throw in the towel. The wheels are turning and your good work is getting noticed. Keep going!

The Three Cs Trifecta isn’t a secret sauce, BUT its secret power lies in all the parts working together in harmony. When that happens, your marketing will stop feeling like guesswork and you’ll start gaining real traction.