As marketing leaders, we want to stay focused on the most important aspects of our business marketing plans. However, we live in times where the tried-and-true processes we’ve grown accustom to are being replaced by a ever evolving list of new tools.
We do have a choice however… We could feel antiquated and out of touch with this constantly changing landscape. Or we can look at these new tools as just more efficient way to do the essence of what we already know as marketing.
Which one of those frames of mind would offer you the best opportunities and most certainty to act from? It’s time to cut the clutter and stop chasing the shiny stuff. There is a reason what you did before worked.
At the core of your business is a story. It could be the struggles and victories of the founders but it also includes the journey up to your greatest victories as an organization. It’s the “Hero’s Journey” and you need to embrace it to find your core customers.
Marketing 101 is all about understanding your customer. Unfortunately, in the turbulence of a generational shift and crossing through the boundaries of the Information Era caused many companies to chase “shiny stuff” in the guise of finding efficiencies.
Getting back to the basic is what works. As marketers, we know that the message is more important than the vehicle. And there are far too many examples of shiny vehicles out there that are empty to the message.
The next step to understanding your customer, is understanding your “Unique Selling Proposition (USP)” on why you relate to them. This is the essence of your core story. You’ll see that that core customers you are attracting fit exactly to what you have to offer. If want to change the customers, you simply have to change your core story. If you want to attract more of a particular customer, you just need to make your story more clear.
As Walt Disney once said:
“The more you like yourself, the less you are like anyone else, which makes you unique.”