Marketing, as I’m defining it now, is about creating visibility for your mission. One of my mentors would say it’s about making it easier for people to find you. Connecting, exchanging, selling all comes after people find you. Marketing is not just about building your business, it’s about getting into college and building your career.
When I first started getting advice on writing my content I was told my message should start by describing my audience [i.e. I coach women with changing career and life priorities], continue with a bit about me as it relates to my audience [i.e. the programs I design will provide a structure to help you see the bigger picture], followed by a next step [i.e. if you’re ready for tomorrow to be different than today contact me to schedule time to talk]. When that didn’t reach as many people as my team would have liked, I was told to be more solutions-focused so my message should define a problem [i.e. I coach students and recent graduates faced with confusion after a storm of activity], continue with how I solve the problem [i.e. with me as your navigator you will discover which path you need to be on], and offer a next step [i.e. schedule time to assess whether we’re meant to journey together to find your true north].
In his work building a platform for his message, International Leader Michael Hyatt noted that it took several iterations of his message before he landed on one that fit and helped him to take flight. As I’ve discovered there are a number of people or businesses willing to advise you on what or how you should share your message. It is important; at the core to know who you are and what you’re trying to say so you don’t lose your message while trying to fit in with a formula. Better yet, you can use this formula, use someone you admire as a model for your message, or consult a foundational text.
In reading Fire Someone Today by Logos CEO Bob Pritchett it was pointed out that the Bible is not just a foundational book of faith but a reference book for anything in life including business. It wasn’t until recently that I heard someone read aloud Matthew Chapter 11 and I realized Jesus was (and is) a Master Marketer with how he called those who heard him to action.
Are you tired? Worn out? Burned out on religion? Come to me. Get away with me and you’ll recover your life. I’ll show you how to take a real rest. Walk with me and work with me – watch how I do it. Learn the unforced rhythms of grace. I won’t lay anything heavy or ill-fitting on you. Keep company with me and you’ll learn to live freely and lightly. MATTHEW 11:28-30 MSG
In this passage Jesus identified a problem [Are you tired? Worn out? Burned out on religion?], offered a solution [Get away with me and…I’ll show you how to take a real rest.], and gave a next step [Keep company with me and you’ll learn to live freely and lightly].
Look at the foundational texts of your life. Based on those texts what is the foundation for your message?