STOP! Find your message before anything else.
Today I have been to a seminar for small businesses for a talk on marketing. I was astonished that the majority of owners have little or no marketing strategy for their business.
It's not that they don't realise they need it, it's just they don't know where to start or what is best for them. Marketing can be a scary and confusing prospect to undertake.
People knew what they did and how they did it but the big question of WHY was met with silence or generic answers such as 'we design extensions for homes' or 'we build computers for gamers'.
These answers don't emotionally interact with the customer. You could say 'We create better spaces to improve your family life' or 'empowering gamers with a complete gaming experience'.
At Pix Media when we meet a new customer the first question we always ask is:
Why do you do what you do?
Sounds simple, right? But most companies do their marketing backwards. They start with their "what" and then move to the "how." Most of these companies forget to even mention "why." More alarmingly, many of them don't even know why they do what they do!
Remember: People don't buy what you do. They buy why you do it.
By focusing on your purpose first, you create an emotional connection with your audience. People are drawn to brands that share their values and beliefs, leading to increased trust and loyalty.
Define Your ‘Why’
To start with why you must first identify your purpose. Consider the following questions:
What core belief drives your organization?
Why does your organization exist?
What impact do you want to have on the world?
Once you have a clear understanding of your why you can begin to incorporate it into your marketing strategy.
Have a watch of this superb Ted Talk by Simon Sinek where he dives into this concept and explains why people do not buy what you do but buy why you do it.
One of the best ways to express this is through having a well-thought-of and well-designed website bringing the customer or prospect to experience your WHY and hooking them in wanting to learn more about you.