Marketing: the activity, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association)
Understand your Person –
Create a Mission to give them value, and solve their problem.
Understand the important assignment that you have for creating value & solving problems – Your “Why” for your customers. When your marketing message is a mission you inspire your prospects & customers to take action.
Simon Sinek, author of Start with Why says, “There are only two ways to influence human behavior: you can manipulate it or you can inspire it.” Isn’t “manipulation” what we’re all trying to avoid. Leveling up to “inspiration” marketing happens when you narrow your focus and understand the person whose problem you’re solving and creating value for. Your understanding of your person is what creates the trust needed for your person to take action because they know you “get them.”
The Entrepreneurial Model does not start with a picture of the business to be created but of the customer for whom the business is to be created. Or as Seth Godin says, “Don’t find customers for your products, find products for your customers.”
Discipline and Training
Learning how to use digital marketing tools & strategies takes training. Develop understanding to manage the talent & experience of others. What are the available tools and how do I reach my person? How can I best communicate the value I provide with as many people who fit the description of “my person”
Be committed to trial & error – embrace challenges, obstacles, and “failure”
Be committed to exercising the discipline to show up consistently – Be willing to take imperfect action long enough to develop perfected results.
