Search this Site

Search Term Submit Search

Browse Topics

• COSE Education Programs
  • Member Education Series
  • SBC 2008
  • SBC 2009
  • SBC 2010
• COSE Business Networks
  • COSE Arts Network
  • COSE Home Business Network
  • NEOSA- The COSE Technology Network
• Finance
  • Access to Capital
  • Business Financial Planning
  • Financing Solutions
  • Investment Management
  • Receivables Management
  • Tracking Business Finances
  • Wealth Planning
• Human Resources
  • Conflict Resolution
  • Creating a Positive Culture
  • Diversity Awareness and Education
  • Employee Development
  • Leadership Skills in Employees
  • Recruitment and Safe Hiring Practices
  • Termination of Employees
  • Workers' Compensation
• Legal
  • Bankruptcy and Creditor's Rights
  • Building and Maintaining Your Legal Infrastructure
  • Intellectual Property
  • Liabilities Within the WorkForce
• Marketing
  • Branding
  • Customer Retention
  • E-Marketing Tips and Trends
  • Lead Generation
  • Marketing 101
  • Marketing Plans
  • Public Relations
  • Search Engine Marketing
  • Social Media
• Personal and Professional Development
  • Goals: Setting and Achievement
  • Personal Evolution
  • Professional Advancement
• Sales & Networking
  • Customer Service
  • Networking Strategies
  • Prospecting
  • Relationship Selling Strategies
  • SME Cleveland
• Small Business Advocacy
  • COSE Advocacy Information
  • Health Care Reform
• Small Business Tools
  • A Checklist of Tools for Business
  • Business Insurance
  • Buying and Selling a Business
  • Crisis Communications
  • Growth Strategies
  • Investing in a Franchise
  • Owning a Franchise
  • Peer Advisory Groups
  • Strategic Planning and Execution
  • Succession Planning
• Sustainability
  • Energy
  • Greening Your Business
  • Waste Reduction, Recycling and Composting
• Technology
  • Business Software and Applications
  • Business Technology
  • Developing and Implementing a Website
  • Disasters: Prepare & Recover
  • Document Management Software
  • Innovation in Technology
  • SEO
  • Telecommunications
• Wellness in the Workplace
  • Healthy Lifestyles

• Mindspring
• Topics
• Marketing
• Marketing 101
• Do You Know What This Is

Do You Know What This Is?

written on May 13, 2011 by Diane Helbig

Many small business owners struggle with creating their marketing message and selling their product or service. There are various reasons for this including not knowing the answers to some basic questions. Because of this they cast a wide net and try to pull in anyone. Their message gets lost in a lot of words and directions.

Sales should be targeted to exactly those people/companies you work best with. Marketing messages should be clear and concise. They should capture some basic elements that when read tell the reader what your value is. Crafting your marketing message and selling is easier when you know the answers to some basic questions.

1. Who Are We?
So who are you, anyway? Your company is made up of people – even when there’s only you! Who are those people? What skills, talents, and personality characteristics do they (you) bring to the business?

Who you are can be a significant part of your message. People do business with people they trust. When you include who you are in your message you are letting people know why they can trust you.

When you know who you are, you know what your mission is, what your goals are, what you hope to achieve, and what you believe. This knowledge will help you stay on task when marketing and selling.

2. What Do We Do?
What is the product you make or the service you provide? Having a solid understanding of this helps you speak about your business and frame your message. You can’t be all things to all people effectively. Deciding to be specific about what you do, and don’t, offer keeps you on track and focused. This makes it easier for others to land on what you do.

It also makes it easier to target market. When you know what you do, you know who you do it for. Those are the people/companies you want to pursue. Remember, you do not want all of the business out there. You want all of the right business – the business that is right for your company.

It also helps you know what you want to say in your marketing message. You want to convey to your market the specific results you provide. Taking the time to truly understand that will help you speak about it clearly.

3. How Do We Do It?
How do you make that product or provide that service? This is where you should also consider the things that differentiate your company from your competition. What is your special sauce? Is there a methodology you use or a process that is unique? Is there a benefit your clients realize from that process?

You should be able to explain to a prospect how you accomplish those results you’ve identified. Would you buy from someone who couldn’t articulate the process? I don’t think I would. It’s part of the trust aspect of sales. People want to do business with people they believe know their business well.

4. Who Do We Do It For?
What do your clients look like; size, structure, industry(s), and geography? Having a very clear picture of your client base gives you an idea of what your target market(s) looks like. It also helps you define your marketing message.

There is a reason you sell to that group. The reason is a combination of who they are and what you do. Knowing who they are and what they need gives you the foundation for creating your marketing message.

5. Why Are We Better?
So, why should someone buy from you? What sets you and your company apart – that added edge? This is your differentiator. Understanding what it is helps you craft your message and sell your product or service.

When you run through the questions above you will find yourself realizing the added benefits of YOUR company. This too will make it easier to sell because you can speak to the standard and added benefits to your clients and prospects of working with your company.

When it comes right down to it, there is no reason a small business owner should have difficulty with the sales process or creating their marketing message. By working through the questions here you will find it easy to define the value of your product or service. You’ll have a better understanding of WHY people should work with you. In addition, you’ll have a clear view of WHO you should be prospecting to.

Copyright© 2009 Seize This Day Coaching