Marketing Consultant & Fractional CMO

The Most Important Marketing Step Almost Nobody Ever Takes

by | May 20, 2024 | Marketing

People ask me all the time: “I’m a ________. What should I be doing for marketing?”

It doesn’t matter if you’re in solar energy, law, real estate, art, or pool services. The problem is right there in how you see yourself.

If you think of yourself as just another real estate agent, for example, you’re one of a million. There’s no compelling reason for someone to pick you over anyone else.

But let’s change the perspective. Instead of saying, “I’m a real estate agent,” try, “I’m a real estate agent who specializes in helping retirees downsize while minimizing tax consequences.”

Now that’s a game-changer. Suddenly, you’re not just another agent. You’re the go-to expert for a specific need. People start saying things like, “I need to tell my parents about you, they’re looking to downsize.”

The magic lies in the hook. You could help those parents either way, but now there’s a clear reason for them to choose you. You have a specific audience, a specific problem, and a specific solution. This level of focus makes you stand out. People can’t ignore something so relevant to their needs.

Take another example: imagine you run a solar business. Instead of just saying, “We install solar panels,” you could say, “We specialize in solar solutions for small businesses looking to reduce their energy costs and carbon footprint.” Now you’re targeting small business owners who care about both their expenses and the environment. They see you as the expert who understands their unique challenges and goals.

This approach works across industries. If you’re a lawyer, don’t just say, “I practice family law.” Instead, try, “I help single parents navigate custody arrangements while ensuring their financial stability.” Now, single parents facing custody battles see you as the specialist who can address their specific concerns.

For artists, rather than saying, “I create custom artwork,” you might say, “I create personalized portraits for pet owners who want to capture their beloved animals’ unique personalities.” Pet owners looking for that special piece of art will gravitate toward you because you understand their specific desire.

This specific approach to defining your business does more than attract attention. It builds a strong foundation for your marketing efforts. Once you know exactly who your audience is and what message resonates with them, everything else falls into place. Your ads become more effective, your social media posts more engaging, and your content more compelling.

No matter what industry you’re in, find your unique angle. Don’t just think about what you do – think about how you do it differently and who you do it for. This specificity transforms your business from just another option to the must-have solution for a particular problem. And that’s when people start taking notice.

If you’re looking for help figuring out what your angle might be, I’m a marketing consultant and fractional CMO who happens to be really good at that stuff. We should talk sometime.

(And you might be asking yourself, “Why did James pick an avocado for the featured image on this post.” I don’t really have a good answer for that. I guess I just wondered what would happen if I put something random there instead of spending half an hour looking for the perfect image. We’ll find out together whether it works or not!)

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