If you’ve been throwing around ideas for your own business for a while, then you’ll probably know something about the importance of marketing. Marketing, in the simplest possible terms, is showing your audience the value of the thing you’re selling. Moms will already have some experience with this; we’ve all had to convince a four-year-old of the value of eating their broccoli. The whole idea of effective marketing might seem daunting, but it’s really very simple. Here’s how you can sell anything to anyone.
First of all, you need to know your product down to every last detail. Know its strengths, its weaknesses, and anything that sets it apart from the alternatives on the market. Once you know what your product can and can’t do, the next big move is pinning down how your customers are going to benefit from it. Forget about what your product is, and try to focus more on what it represents. Better efficiency? More self-confidence? Improved comfort? Every product, from a kid’s toy to a hydraulic hose, needs to be able to solve a problem which people in your target market face. Once you can show that your product is the answer to their dilemma, there’s very little else you need to worry about.
After understanding your product and the larger meaning behind it, your next step should be striving to understand your customer. Sure, if you come up with a totally new invention that everyone needs, then you won’t need to worry about this. However, in the much more likely case that you’ve put a spin on an existing product, you’ll need to do some extensive research. You already know the problem which your product can solve. Next, you need to figure out the details about how this problem affects your niche customer base. Before you throw yourself into a full-blown marketing campaign, get your audience to tell you what they want. Conduct some surveys and other market research, and find out what it is that gets your audience reaching for their wallets.
Finally, make sure you’re considering the future of your brand. Yes, getting people to buy your brand in the first place is very rewarding, especially when you have doubts about getting your business off the ground. However, this first little success certainly isn’t the end of the line. If you were to look at the best marketers in the world, you’ll find that none of them ever applied a strategy that was simply for making some quick cash. Genuine, effective marketing is based around creating strong relationships with your clients, and forging a brand that will stand the test of time. Forget your profit margins, and instead start genuinely caring about your customers’ experience. Leave the business of selling behind, and think more about the business of serving. If you can sell a product or service that genuinely meets your customer’s needs down to a tee, the big profits will naturally fall into place.
Follow these tips, and you’ll be able to sell anything to anyone.
Mia Guerra
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