Most of us think we have a pretty good idea of what marketing is, but do we really?
Whether you’re running a small contracting business or you’re dreaming of starting up a cupcake shop, the fundamental goal of all of your marketing remains the same.
Before making a decision, all good marketing asks itself:
What does this look like from my potential buyer’s perspective?
As business people, we can fall into the trap of doing things the way we’ve always done them, or the way we see others doing them. But it’s important to take a step back from time to time and evaluate how a customer or potential buyer might interpret what you’re doing.
Selling to Your Audience
As Canadians, we’ve become incredibly adept at detecting when we’re being sold to. When we feel something is just a poor advertisement, we close the tab or keep scrolling down our feeds.
Just think about the last time you were downtown and saw a bus drive by with an ad on it. Remember what it said? Chances are unlikely. Were you the target audience within their niche? Did they advertise personal injury law or real estate? What about the vast majority of viewers who are neither injured nor own real estate?
(As a quick aside, something like marketing with Instagram Stories would let you know if an ad or post of yours was relevant to the audience viewing it.)
The bottom line is: even if you’re seeing ads like this, your mind is so numb to them that you tune them out subconsciously.
In Your Buyer’s Shoes
For example, if you’re a used car salesman, go away we don’t like you. haha just kidding. If you’re a used car salesman, your inclination might be to run a newspaper ad saying something like “Fantastic cars only $19,000+tax!”. Needless to say, you can imagine we’re going to turn the page.
But if, instead, you created a strong website that catered to how a newer vehicle can transport groceries, be practical for dropping kids off at school, and take you across the country on a vacation, you might have a better chance at getting someone to learn more about your dealership than smashing them over the head with a cost.
All of this is to say: Understanding your potential buyer and what resonates with them will guide all the right marketing decisions.
Take a step back and ask yourself:
How have my latest marketing efforts (social media post, website updates, networking events) come across to the people I want to buy my product?
There’s always room for improvement.