Your Market & Message
There is no doubt that, you have to know what you are aiming for. Even if right now, if you are in the dark. I can give you some valuable tips to help you get started in knowing your market and message. But why both?
Simply, knowing your market is kind of obvious, if you simply try to appeal to everyone you will appeal to no-one. It’s a bit like selling all kind of things in a artisan bakery. People come to buy good quality bread nothing else. If you are great at that, sure you can diversify into areas that come out of this market but if you start trying to sell all kinds of things AND BREAD then people won’t see your little diamond in the corner shining waiting to be noticed as you have covered it, and so the point is to show off what YOU DO BEST. Being great in your market is first about your Market and Message and by best placing yourself in that market. Its also how you will stand out. Taking your values and passions and tieing them to a market need or creating a new sub-market is where research comes in. You may enter an already established market and gain market share or start a new sub-market that you can grow from starting with a small but solid fan base. This is where defining your message is and knowing your customer/client is crucial before you embark on going deep and narrow and drilling down into how best to appeal. Then you can grow it up and out. This message really is an extension of your market as – if you are giving the wrong message about your brand who will buy into it?
Your message has to have clarity with it’s intention and is critical to your buyers and customers CHOOSING YOU rather than other people in your market.
So you can see that both are vital. Both of these subject connect and are a part of your vision and brand. Knowing your area and being the best whilst encompassing a strong message and vision for your small business will stand out and create a brand that is apart from the rest. This doesn’t mean that you have to be MUCH BETTER, or SMARTER than your competitors, no, you just need to differentiate and perhaps innovate in a market that needs something fresh and exciting.
No matter what type of small business you are looking to get into or what business you re in (online or offline) you really need to start with these things in mind and inject ethics into these areas. My advice would be to study your market deep and go into what it really takes and if you need help then get it, but don’t try to be good at everything. I have done this in the past and failed for years so trust me IT WILL KILL YOU if you don’t get help. This is not to say that you cannot be a 1 man/woman band YOU CAN, I AM! But, I recognised the fact that no man is an island, quite the contrary. We are are interconnected and interdependent so, recognising this will save you. Look at how you will connect and build the relationships of value. In other words connect with those whom you respect and admire and can learn from and the better you get the more you will understand the mind of your buyer. This is the key to knowing your place in the market and your message.
Look at existing brands, companies, entrepreneurs and businesses that inspire you and make you excited. Ask yourself WHY they make you feel this way and ask yourself how you can STAND OUT. It is this ability to be seen and heard that will help lift your brand and expose you to the right people in the right way.
HERE IS SOMETHING I LEARNED about knowing Your Market & Message AND APPLIED IT. This changed my life and business – HAVE ORDER IN YOUR BUSINESS AND HAVE SIMPLICITY AND A DIRECT MESSAGE WITH QUALITY PRODUCTS. Be specific and be yourself in your approach and you can really gain a loyal following by sharing your unique angle.
There, not that hard really when you think about it hey!
So start with your artisan bread and expand outwardly. All successful businesses diversify and expand and it is a continual process: this is why it’s important ‘not to’ rely solely on ‘one area or thing’ as you grow just in the beginning. Like me, I have 16 books and live off of those alone but I recognise that I will need more. Keep your message fresh and start simple sure and don’t just promote anything but start to expand as your grow.
Keep things tight to your market area but be prepared to always make changes and tweaks in order to progress and stay afloat.
The truth is that – Knowing Your Market & Message can be tricky. If you are anything like me, ideas come and go and I get maybe 10 per day, but, only 1 every two days may be worth pursuing so simply don’t get too tied to emotionally to all ideas. Instead work through it, get help and if it is worth developing you will probably know.
Take note of these key words and sentences and let them become a part of what you learn as you grow:
YOUR MESSAGE AND BUILDING LONGTERM RELATIONSHIPS NOT JUST TRANSACTIONS
YOUR BRAND AND RELATIONSHIPS BUILD ON IT
SMALL BUSINESS START UPS CONNECTIONS LOOK FOR OTHERS LIKE YOU AND BE BETTER
LIST BUILDING AND SUBSCIBER ENGAGEMENT GROW YOUR LIST TO RE-SELL TO YOUR BUYERS
PASSION INTO PROFITS ASK WHAT YOU WILL DO AND WHAT MARKET YOU WILL BE A PART OF
EBOOK BUSINESS THINK OF HAVING A MARKETING TOOL SUCH AS A BOOK FOR income/ exposure/ promotion/ positioning etc
CONTENT PROMOTION GET YOUR WORDS AND NAME OUT THERE IN MANY WAYS AND FORMS
THINK ABOUT ALSO CREATING INCOME FROM DIGITAL PRODUCTS as Information publisher ON YOUR WEBSITE/BLOG IF RELEVANT
ASK WHAT YOUR social media strategy might be and if you need help
ALWAYS FOCUS AND AIM AT BEING IN CONTROL OF YOUR MINDSET AND PRODUCTIVITY
I hope this has been of use to you and as always wishing you the best of luck in your new enterprise
Your Market & Message