I didn’t understand the word, I didn’t understand what I needed to do and I didn’t understand why everyone kept telling me that I was such a natural marketer. What??? A natural marketer? What was wrong with these people?
Turns out they were right. Turns out my perception of marketing was what was wrong.
We hear so much hype about marketing, it’s no wonder we’re all walking around confused and frustrated about it: social marketing, online marketing, direct marketing, blah, blah, blah. But, you see, these are simply ways to market – they are marketing vehicles. Marketing itself is a combination of two straight-forward strategies. Are you ready? Here they are: positioning and teaching.
POSITIONING (in terms of marketing) means that you must be clear about who you are, who you serve and what you stand for.
TEACHING (in terms of marketing) means that you must be able to explain to clients what you do and how you can help them. This must be a clear and consistent message!
Your website, blog, social sites, networking events, online video, etc. then provide the platform for your positioning and your teaching. It is through these vehicles that you then position yourself and teach your market about your product or service.In fact, once you get clear on your positioning and how to teach your clients (or potential clients) it’s simply a matter of choosing which marketing tools or vehicles will work best for you.
For example, one of my clients has positioned herself as an expert in elementary education, and she already knows how to teach educators about how her services and products can help them. Now all she needs are vehicles – tools – through which she can display her positioning and share her teachings. She has decided to use her website, blog, Facebook, LinkedIn, tradeshows, conferences and (to my sheer delight) video as her marketing tools. These tools combined with her expert positioning and clear, consistent teaching (content) about her expertise makes her marketing super effective.
Make a decision to be consistent about your positioning and teaching in every marketing vehicle that you use.
Whether you are designing your website, writing a blog post or filming a marketing video, remember to convey who you are, who you serve, what you stand for, and to explain what your service/program is and how it can help your ideal client . That’s the essence – the foundation – of marketing, and the more you practice and refine your positioning and tweak your teaching about your service or product, the more fun things get. Yep, FUN! (Warning … you might actually start liking that word, marketing!)
“Video Secrets Revealed – Multiply Your Marketing, Inspire Instant Action and Attract More Clients Online”
Thursday, August 25, 2011
8 PM Eastern/ 5 PM Pacific
Here’s what you’re going to learn on this BRAND NEW, game-changing webinar:
- 3 video strategies EVERY coach, consultant, speaker or expert should be using online to attract clients and increase sales (Be sure to take good notes … these strategies are essential!)
- The biggest, common mistakes that entrepreneurs make with online video (You MUST know about these … If you avoid these mistakes you’ll be INSTANTLY ahead of the pack!)
- The one KEY thing that every video you make should reflect about you (This is a take-away that you can put into action immediately after the webinar!)