Business
It’s Not About You, It’s About Me
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Ronnie Harris, VJH Marketing r at least, that’s the impression given when I read about some businesses.
I love what I do. And do you know why I love what I do? It’s because I get to help people see the value in what THEY do. I work with people and organisations usually for one of two reasons. Either they have no idea where to start with their marketing, or they are looking for a fresh approach to bring new energy into their business. Firstly, before we talk about how I can help them achieve their marketing goals, we discuss their business and what it is they do. I’m always curious to hear my clients explain in their own words what they perceive are their marketing issues. What I typically hear in their assessment as to why they are not winning new business often revolves around the lack of marketing activity they currently undertake (usually meant as the lack of social media activity) and the frustrations they have in the day-to-day running of their business.
Yes, it’s good to prove your credibility and experience, and to share a little about your background, but not at the expense of making your marketing message all about you.
As a minimum, your clients will expect you to have the necessary know-how to carry out the service offered. They will want to know how your service will provide value to them; the things you do over and above the standard. In marketing terms, ‘The Delighters’. For example: • Is your product/service bespoke to every “Value is not determined by client? those who set the price. Value • Do you promise an extremely fast turnaround and delivery service? is determined by those who • Have you worked in the industry for some choose to pay it.” time and can solve common issues and Simon Sinek gripes?
They go on to explain their marketing efforts. How they write and re-write social media posts, or website copy but with no significant improvement to their business. More revealing is hearing clients describe their marketing message in their own words. They often place far too much emphasis on detail, thinking it will be of interest to their audience, but in reality, it’s only of interest to the business owner. Many people get very wrapped up in the minutiae of their business, concentrating on details that really don’t mean an awful lot to potential customers. That’s not a criticism. But with the best will in the world, potential clients are not interested in make and model of machinery used
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to produce your goods. That’s something your competitors will be extremely interested to know about, but not necessarily your clients.
Your marketing message should showcase your offering in a way that is attractive to your potential audience. Ideally, your message will demonstrate that you have thought about your client’s needs and you know what they value because that’s what you value too. Next time you think about your marketing message, ask yourself the question, is my message appealing to potential clients? Remember, it’s not about you, it’s about your clients.
Ronnie Harris • VJH Marketing ronnie@vjhmarketing.com 07970 752660 www.vjhmarketing.com
