Everyone wants to get their message across, and it\u2019s even more crucial than ever for a business, now you may be operating against world-wide competition. So how do you make sure you\u2019re doing it effectively?<\/p>\n
You can\u2019t get your message across unless you know what it is. That may seem obvious, but it\u2019s amazing how many entrepreneurs try to promote their business without that first step.<\/p>\n
Every business has a USP (unique selling point) that distinguishes it from its competitors \u2014 and, if it doesn\u2019t, it\u2019s in trouble. Even if you offer identical products or services, you offer them in your own way, with your own philosophy. Perhaps the difference is your unique personality or skill-set.<\/p>\n
Your USP is the message you need to get across, and as a business owner, you should be able to explain it on demand. It\u2019s what your business is.<\/p>\n
In the same way, you also need to know who you want to talk to. If you\u2019re selling maternity products, for instance, you don\u2019t want to be trying to communicate with a mainly male sports club. You might get lucky, but it\u2019s likely to be wasted effort.<\/p>\n
It can help to visualise your ideal client \u2014 or two or three, if you have a diverse business. Where are your clients likely to hang out? If you\u2019re B2B, for instance, LinkedIn is probably a better target than Facebook, but the reverse may be true for a B2C company.<\/p>\n
You can use a number of channels to get your message across. As mentioned, social media is an important one, as long as you use it appropriately. The purpose of a tweet or Facebook post isn\u2019t to sell, but to get the reader clicking on your site.<\/p>\n
Similarly, a regular blog or newsletter is primarily to engage people, not to sell. It needs to be well written and interesting, perhaps offering information for free. Above all, it needs to express who you are \u2014 your USP, not your products or services.<\/p>\n
And don\u2019t forget direct marketing. Getting on the phone to prospective clients can be a powerful way of engaging them, as long as you don\u2019t come over as one of those annoying cold-callers. It\u2019s a skilful balance, but if you don\u2019t feel confident about doing it yourself, you can always hire someone or outsource it.<\/p>\n
In the end, though, you have to understand and believe in your message. Integrity can\u2019t be faked \u2014 it has to come from within.<\/p>\n","protected":false},"excerpt":{"rendered":"
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