You hear it all the time, You must get on top of this in your business (insert whatever the person is selling) or the whole world is going to fall apart, you family will all contract a hideous disease and you will end up living in a cardboard box.
Trouble for you is, it can be exceptionally hard to work out exactly what is important when it comes to marketing your business. After all everyone makes a convincing argument that they are right.
So today I am going to do something a little different. I am not going to try and convince you that any one thing is more important than the other. I am just going to give you some facts so that you can make your own informed intelligent decision.
Sounds good? Great let’s get into it.
First fact. If it isn’t important to the people that you are trying to attract into your business, then it doesn’t matter. End of story. Let me shed a little more light on that pearl of wisdom for you.
For arguments sake let’s say you have a fashion magazine. The audience that you are trying to attract is very fashion conscious and they obviously like pretty things. If you have an ugly website, it’s just not going to cut it. After all they are hung up on looks and fashion.
Your audience is English school teachers. I would recommend that it is in your best interest to get your spelling and grammar correct!
Your audience are magazine editor’s. Guess what? Better get your punctuation right of the grammar police are going to be on your case.
Contrast those must have above with my audience.
- Do they care about design? No.
- Do they care about spelling? Not a chance in hell.
- Do they care about punctuation? No again.
Will people come to my website that do care about those things (design, spelling, punctuation)? Yes.
Will they be turned off because I show little lack of regard for all of those things? Yes
Do I care ?
Why not? Because...
If I am not turning anybody off, then I am not turning anybody on either.
My audience couldn’t care less about my spelling, punctuation or how my blog looks. They just want the truth the whole truth and nothing but the truth. They like to take action so they can see if I really know what I am talking about. So what I do is give them actionable tasks that they can use immediately.
They don’t care that I am a little rough around the edges or that I swear, what they are concerned with is can I get them results? By the way when I say get them results, what I mean is that they make more sales and earn more money. Just so we are real clear on what results actually are.
I had a project manager say to me recently…
"Beanie I will never die wondering exactly what you mean". And that is what my clients want. They want to know exactly how I am going to help them, spelt out in jargon free language that they can understand. They are focused on one thing and one thing only. Can I get them a result?
So that is it, if you really want to know what is important in your marketing, then work out who it is that you are speaking to and ask them what they really want.
So tell me what that is for your business. What is it that is really important to your market?