A Strong Message your Market will Respond To

SELLING BY REPOSITIONING YOUR BUSINESS

Hi. Anthony Manly here from selfmanagedbusiness.com. Now, one of the things that I want to talk to you about today is I just got off the phone with a customer we were talking about advertising and they seemed quite desperate to get new customers in.

Now, the worst time to advertise is when you’re getting emails and saying that they’re saying, hey, look, I can run your Facebook ads for $1,000 a month as an example. That’s the first reason. Whatever you do, please don’t go for those types of ads in emails.

The second reason is they just want cash flow. 

They want more money coming in the door.

These are two of the reasons why you shouldn’t be advertising because it’s about you. You want the result. It’s not the customer that’s looking for the result. You’re pushing for that result.

So what you need to do is take a step back.

Now, have you ever been to, say, a website or even looked in the magazine whilst you’re on a flight? And yes, we’re all back on flights.

Thankfully, Covid’s now moved on, or quite somewhat, and we can catch flights now in the back pocket, they have a magazine. And when you flick through that magazine, do you see any ads that stand out, that talk to you about their message, about who they are, and what they offer?

Normally, it’s a nice pretty girl who’s wearing some nice jewelry, or a man wearing a watch where they’re trying to sell watches.

But there’s no call to action, as we commonly call it.

When I say the call to action, there’s nothing that’s motivating me to want to take the next step. There’s always something written down the bottom, like a little phone number that just says, yeah, please call here. This is who we are. And you flick through it and you essentially look at it and go, well, that’s great.

Flick the page and you skim past it.

So there’s nothing there that’s going to motivate you to take action then and there. What’s the real reason that you want to advertise?

The real reason you want to advertise is you’ve got a great message and you’ve got a product or service that the market is looking for.

So how do you position your business as that business that potential customers should buy from?

 

First Step: REPOSITION YOUR BUSINESS

The first thing you need to do is reposition your business. 

So your business is about something.

So if you think about it, Disneyland is not about theme parks or amusement parks. It’s about having fun. If you think about Harley Davidson, for example, it’s live to ride, ride to live.

There’s a meaning behind who they are and what they do. It’s not a case of like, yes, we create motorbikes to make you feel good. It’s more of a case of like, you live to ride, you ride to live. Who are your target customers?

If you also think about Subway as an example, they went from a fast-food chain to a diet chain. If you remember their advertising, there was quite a large guy in that particular ad, and he said that he’d eaten Subway for something like two or three months, and he lost X amount of kilos.

So it became this weight loss view within the public eye, and more and more people came to buy Subway.

So how can you reposition your business?

 

Second Step: TARGET MARKETING

The second thing you need to do is target marketing.

So make your business, product, or service about marketing for somebody.

So who are you targeting that’s somebody?

Now, if you think about Weight Watchers, most people look at Weight Watchers. They’ve got pink branding. And it’s specifically for women that are looking to lose weight depending on their age, which will depend on what they target within their ads.

So they may target older women, they may target middle-aged women, they may target younger women, but not so much.

So who are you targeting with your business?

 

Third Step: HAVE A UNIQUE SELLING PROPOSITION

The third thing is having a unique selling proposition.

So this answers the question when in people’s minds, why should I do business with you versus somebody else who’s selling the same product?

So if you go back to Domino’s, what they had in the early days, was fresh hot pizza delivered to you in 30 minutes or less, guaranteed, or it was free. It was something along those lines, but it was their unique selling proposition.

So what’s your unique selling proposition?

Sit back.

Rethinks the three points that I’ve just highlighted to you.

So how can you change the message to the market, which was point number one? The second point I created or spoke to you about was, who are you targeting? What is it that you’re targeting within your business?

Are you targeting women? Are you targeting men? What does your product or service do? And then thirdly, your unique selling proposition.