Articles
by Stacey Ackerman, M.A.
As a small business owner, it's easy to fall into the trap of marketing based on your own needs — "we need sales", "we need to turn over old product", "we need to do what our competition is doing". These things are all vital for a business, but the best marketers forget their own needs and focus on how to meet their customers' needs. When you take this approach, the other areas will fall into place.
Great marketing campaigns solve a problem and create a desire. Let's Dish, a meal preparation store, saw a problem when creating its brand. People (working mom's in particular) want to have healthy homemade meals, but don't have enough time. They built their brand around resolving this problem with a new solution – create healthy meals in a store that you can take home to your family. Their marketing campaigns enhance this desire to dine in.
When developing your own marketing campaign, remember to think about what your best customer needs and then pretend that you are talking face-to-face with him. Does he want more time in his day? Does he need to be more organized? Does he want to feel more secure?
The next step is to create a consistent campaign that meets those desires. By taking a few hours to reflect on the true needs of your customer, your marketing campaigns will be much more impactful.
10 things your clients desire
Below are some common things people want in their lives. What can your product or service offer to meets these desires? What messages will you use to reach your customers?
- More time with family
- Financial freedom
- Security
- Belongingness
- Spiritual fulfillment
- More time for self
- A sense of accomplishment
- Preservation of memories
- Adventure
- Relaxation
Practical, affordable marketing that works.
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