Marketing Anywhere: The Armitage Advantage - Identifying The Need
I can't tell you how many of clients come to me, having spent a bazillion dollars on something that just isn't working. Now, in most cases, this is because this spectacular product or service hasn't been marketed properly. In some cases, though, the client THOUGHT he had the next best idea to sliced bread and … well … his consumer didn't seem to be convinced.
Before we get too heavily involved in the marketing of this amazing product or service, it's absolutely imperative that we hone in on two primary, elementary, foundational, never-forgiving, always bluntly honest keys:
1. You've got to indentify the need.
2. You've got to identify the primary niche.
Most marketing out there is all about talking about the product. All well and good - you do have to explain your product. But most marketing STOPS there. The prospect is left with a bunch of features … and features may be nice, but they aren't the selling points that make the prospect buy. BENEFITS make the prospect buy. What this feature DOES for the prospect makes this prospect buy.
An orange juicer might have 17 speeds, but just what do all those speeds do for the buyer? Are they really necessary? If they are, explain why. And why, exactly, does the average consumer really NEED an orange juicer in the first place? Why is my life greatly enhanced because I've bought an orange juicer? More specifically – why should I buy THIS orange juicer - how will it benefit my life MORE than that other orange juicer over there?
It doesn't matter if you're a swim coach, a plumbing repairman, a software engineer or a stay-at-home Mom who's developed a great knack for hand-knit scarves. The same questions bear true across the board. Every once in a while, you're going to be the first person in the WORLD with this product. But in most cases, there's at least one other person out there offering something very similar to what you offer.
By honing in on and identifying your prospect's greatest NEED, you've begun to put together the concepts and sentences that build your case in marketing your product.
Sit down for a few minutes and ask yourself this:
1. What do my customers and prospects lack in their lives that I can provide?
2. When my prospects first come to me, what are the first questions they ask or statements they make. (If you listen more carefully, you'll have your first marketing ad laid out for you.)
3. If my "competition" is providing this product, is it … selling? Is anyone interested? If it doesn't look as if enough people are interested, don't just shrug it off as not enough money or not enough marketing prowess. Really look at this. Is this something the buying world needs?
3. What about the product or service I provide is singularly unique in comparison to anyone else's product or service out there?
Once you have these questions answered in full, it's time to move to the next step in identifying the need. That future blog is coming 'round the corner!
Before we get too heavily involved in the marketing of this amazing product or service, it's absolutely imperative that we hone in on two primary, elementary, foundational, never-forgiving, always bluntly honest keys:
1. You've got to indentify the need.
2. You've got to identify the primary niche.
Most marketing out there is all about talking about the product. All well and good - you do have to explain your product. But most marketing STOPS there. The prospect is left with a bunch of features … and features may be nice, but they aren't the selling points that make the prospect buy. BENEFITS make the prospect buy. What this feature DOES for the prospect makes this prospect buy.
An orange juicer might have 17 speeds, but just what do all those speeds do for the buyer? Are they really necessary? If they are, explain why. And why, exactly, does the average consumer really NEED an orange juicer in the first place? Why is my life greatly enhanced because I've bought an orange juicer? More specifically – why should I buy THIS orange juicer - how will it benefit my life MORE than that other orange juicer over there?
It doesn't matter if you're a swim coach, a plumbing repairman, a software engineer or a stay-at-home Mom who's developed a great knack for hand-knit scarves. The same questions bear true across the board. Every once in a while, you're going to be the first person in the WORLD with this product. But in most cases, there's at least one other person out there offering something very similar to what you offer.
By honing in on and identifying your prospect's greatest NEED, you've begun to put together the concepts and sentences that build your case in marketing your product.
Sit down for a few minutes and ask yourself this:
1. What do my customers and prospects lack in their lives that I can provide?
2. When my prospects first come to me, what are the first questions they ask or statements they make. (If you listen more carefully, you'll have your first marketing ad laid out for you.)
3. If my "competition" is providing this product, is it … selling? Is anyone interested? If it doesn't look as if enough people are interested, don't just shrug it off as not enough money or not enough marketing prowess. Really look at this. Is this something the buying world needs?
3. What about the product or service I provide is singularly unique in comparison to anyone else's product or service out there?
Once you have these questions answered in full, it's time to move to the next step in identifying the need. That future blog is coming 'round the corner!
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