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In a recent blog post, I touched on the two key Critical Success Factors for Marketing:
Know your prospective audience.
Have a unique selling proposition.
But now I want to dig a little deeper and discuss how we implement these Critical Success Factors in a way that differentiates us in an often-crowded marketplace.
It is important to pay particular attention to your buyers, their journey, their role in their journey, their buying motives, their timing and what they are trying to accomplish. That last thing is important. Here is a telling analogy regarding motivation: You are driving to Home Depot to go buy a drill. However, your motivation to go to Home Depot isn’t really to buy a drill. Your true motivation is to get a drill because you need to make hole.
So ask yourself some very telling questions, like: What is it about your ideal customer and their situation that makes them your target market? What is the pain they are trying to remove or the gain they are trying to achieve? Do they have an emotional tie to what they are trying to accomplish? Are you able to communicate how you will help them achieve that emotional satisfaction? Can you communicate how you help them reach that objective in a unique way?
Ultimately, we want these potential customers to realize that you simply don’t sound like everybody else and instead say to themselves, “That solution sounds like it is just what I need to achieve my goals and this company sounds unique in their ability to help me do just that. And I can see myself using it soon!”
When you understand what motivates your customers and can sincerely relate to (and relay back) their pain points, goals and emotional connection to their objectives — then present your unique solution — everybody wins.
By Bob Dodge
