Marketing Your Way to Success with Focus, Definition, and Differentiating Elements

I read a great email from Suzanne Lieurance’s The Morning Nudge. This particular ‘nudge’ was about having a clear vision and it gave me the inspiration for this article.

For a clear vision in regard to your business, you need to analyze three things: 

1. Who you are
2. What you have to offer
3. Who your target market is

Interestingly, many, especially new smaller businesses, don’t really have this focus – this clear vision of what their brand is and who they should be marketing to. If this is the case for you, you’re hindering your road to business success.

So, what can you do to create this focus? How can you define who you are and get a clear vision of what you actually need to do?

Four Foundation Steps to a Successful Business

Step #1- Establish your elevator pitch

The first step is to determine who you really are. Are you a writer vying for publication; are you an affiliate marketer; are you a solopreneur working to sell the products or services you created? Do you have multiple businesses running?

This will be the foundation of your marketing strategy. For this step, put on your thinking cap and answer these questions:

What is it you do?

Are you a writer? Are you a manufacturer? Are you an accountant? Are you an information product marketer? Are a barber/beautician? Are you in health care?

Now, get more specific.

Using a writer as an example, are you a fiction writer, a nonfiction writer? Are you a freelance writer? If so, in what niche: ghostwriting, copywriting, editing, web writing, content writing, technical writing, business writing, health writing, and so on?

You get the idea – it’s all about focus and clarity.

Now, in one sentence – two at the most write down who you are.

Think of it as an elevator pitch. You have 20 or 30 seconds to tell your ‘perfect’ prospect who you are (and what you can do for him).

My sentence would be:

I’m an experienced content writer and marketer and can help you bring your business to the next level with an optimized website and optimized content that builds visibility, authority, and conversion.

Tip: have at least one keyword (related to your niche / industry) in your sentence. If you analyze my elevator pitch above, I have eight.

Step #2 Make it more detailed – give focus and clarity

Take your one focused sentence and expand on it.

What industry or niche do you want to focus your marketing efforts toward? What is this market’s needs and wants?

Using the Article Writing Doctor as an example, my target market is the natural healthcare professional. This would usually be small and home businesses. Knowing this gives me a lot of marketing focus.

With that information I can elaborate on my elevator pitch or brand statement:

The Article Writing Doctor offers content writing and content marketing for the natural healthcare professional. Through optimized web copy and blog posts, and other content.  I can build your business the visibility, readership, authority, and CTA YESES it needs to move forward.

Tip: If you notice, I used “CTA YESES.” This is a no-no. Unless you’re sure your target market is familiar with marketing or industry terms and acronyms, don’t use them. I would change that to read: “and increase your subscriber list and sales.”

You’ll also need to determine the demographics and locations of your target market.

If you have a localized business you’ll need to research places to promote your business aside from online. Your local Chamber of Commerce or business organizations might be a good place to start.

#3 Let them know what differentiates you from the others

For this step an article at on ‘defining your brand,’ gives an excellent example of an attorney practicing family law. The defining statement for this business might be, “compassionate attorney specializing in family law in the state of California, servicing women who need help getting through the tough times in their lives."

This certainly differentiates this attorney. He’s compassionate and he helps women in need. He’s making it personal.

#4 Don’t box yourself in

While you want to be specific and have lots of clarity, you also want to leave yourself room to grow.

In my brand statement in #2, I included that I write web copy and blog posts and “other content.” Once the prospect visits my website, he’ll see that the other content includes emails, newsletters, reports, and ebooks.

I also offer a DIY ecourse for those who don’t want to outsource on a regular basis and web optimization services.

Don’t make your platform a “I do it all” scenario. Have limits so the prospect knows you specialize in certain areas. In other words, let the prospect know your brand is well defined – you’re not a ‘jack of all trades, master of none.’

Summing it up

You need to have a well thought out and defined brand and marketing strategy - in other words a business and marketing plan. It needs to be focused, understandable, and differentiating from others in your niche/industry to create a successful business. And, most importantly, you must write it down.

Experienced marketer David Frey says, “A 'wish' is a goal that hasn't been written down. If you haven't written your goals, you're still just wishing for success.”



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