This question looks innocent, but it causes the most problems. Write down one sentence on your piece of paper that will explain to the potential client what you actually do, whose problem and what problem you are solving?
Below are sample sentences for my business. There is an error in one of them. If you fail to catch it, I will come back to it later in the text.
“I help Denmark Phone Number List small and medium-sized companies increase sales and develop business thanks to marketing solutions.”
I show marketing managers how to increase the effectiveness of their activities and improve the return on marketing investment.
“I help sellers effectively reach new customers and increase sales through the use of internet marketing tools.”
I support directors and management boards of companies in the process of digital transformation of the company, thanks to which their business can develop even more dynamically."
If your business idea is, for example, interior design, then the sentence may look something like this: “I help young couples optimally arrange small apartments without exposing them to high costs.”
So you have your audience: young married couples and two problems to solve: the arrangement of small rooms and budget constraints. If you can help them, your business will flourish.
These examples lead to more questions you need to answer:
How many ideas are actually incorporated into your business?
I mean all possible products or services in your business. Each of the potential clients has completely different problems and in her daily duties completely different things are expected of her. Is your offer the answer to their pain?
Other important questions that should be asked when analyzing a business idea are:
What problem does your idea solve?
Whose problem does your idea solve?
Write down the answers to these questions on your piece of paper. The answer to whose problem we are solving is crucial, because at this point you create a solid foundation for your marketing communication.
Build an image of your ideal client
One of the issues I mentioned at the beginning was the marketing persona. Do you remember what it is?
Yes, this is the image of the ideal client.
The better you know your customer, the better you can respond to their needs.
Below you will find a sample marketing persona template and questions you need to ask yourself. The more thoroughly you work through this point, the easier it will be for you to communicate your company’s mission to potential customers.
Build a marketing persona
When creating personas, don’t forget to name your personas by name. This is the difference between talking about impersonal managing directors of engineering companies or facility managers and talking about very specific brands and Kaśki.
When your persona has a name, it takes on an identity and it’s much easier for you to develop a detailed image of it.
Match the Message to the Persona
I have two sample personas for you and in a moment we will try to choose a communication method for them.
Kaska
You discover that Kaśka, a doctor of medicine, spends a lot of time traveling, reads a lot of blogs on her phone and tablet, is mainly interested in strategy and management change. In her free time, she likes yoga.
Mark
On the other hand, Marek, the facility manager… overworked and worried about the budget. He likes to learn by watching videos, in his free time he competes in triathlons.