It’s Not About You, It’s About Me

Ronnie Harris, VJH Marketing

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