While times change, concepts often remain consistent. Recently, I discovered a handout from college outlining the five questions every marketing person must be able to answer. At the time, it probably went in one ear and out the other, but some highlights still make sense today—with a little updating.
- Who Do You Target?
Everyone! Teachers, bosses, friends, lovers, business acquaintances, mail carriers, police officers—the list goes on. Stop being shy and promote yourself and your business by letting others know what you do. Don’t ask yourself why they would buy from you. Even if they’re ‘not in the market’ for your business right now, consider the people they know. Their network can be useful to you. Anyone can be a good lead because someone likely knows someone who needs what you can offer.
- What Do You Use?
Your business card is the cheapest and most cost-effective marketing tool you have. Never leave home or work without it. Carry plenty, and ensure your website URL, business name, and your name are prominently displayed. We live in a connected world; don’t stick the URL in the corner of the card—put it front and center, along with your business name. Use the back of the card (or the inside if it is a folding card) to say something short and meaningful about what you offer. “Give us your dreams, and we’ll give you the world!”
- How Do You Pitch?
You don’t. Don’t overwhelm them, but let people know quickly what you can provide. This is not the time for selling. Make it simple: “If you or someone you know can use a travel expert, here’s my contact info. Thank you.” That’s it! You’ve lost a few pennies if they throw it away when you turn your back. If they keep it, your name is now in their pocket! And if you get the chance—touch them. Physically! Offer them a handshake; it’s also a very powerful tool.
- What’s So Different About You?
You need to know what you provide that the competition does not. It may be more convenience, more experience, lower pricing, or something else. This is the famed “elevator pitch,” and you had better know it down pat. If you have the opportunity to speak to someone, it is imperative to authoritatively say exactly what it is you do in as short a time as possible. Ensure that this pitch (or something similar) is front and center on your website’s homepage.
- What Is the End Game?
The goal of marketing is not reaching ‘x’ number of customers or invoicing ‘y’ dollars by a specific self-imposed deadline. Your goal should be to get people to think of you before they think of anyone else.
Plain and simple! It was valid in 1985, and it is valid today!
