Series: Kicking @$$ in Today's Business Environment
Happy Monday, Entrepreneurs!!
We’re moving on from the world of finance to the last of our three essential realms: communication. While it should go without saying, it’s worth mentioning that without the right messaging, the best idea, product or service on the planet can go unnoticed in the market.
Let’s start with the single most critical factor in effective communication — knowing who you’re talking to. How you identify and characterize that audience is everything.
Stop Looking in the Rear View Mirror
Most of us in the business world tend to identify the consumer we already have. When we ask entrepreneurs to identify their target consumer, nine times out of 10 we’ll get a description of the people already buying their products or services. Stop and think. If you know who is buying, you’re talking about someone who’s already in your fan club. So get your eyes off the rear view mirror, and take a look at the road ahead.
Ask yourself this: who do you want to be talking to? Defining the consumer you want to attract enables you to focus your attention on messages that will really make that connection, so the consumer feels seen and heard by the brand. In order to know what to say, you need to identify the priorities, needs and preferences of your target. You’ll want to know what they love, what they hate, what keeps them up at night and what they’d ask for if a genie gave them three wishes. Then you’re equipped to speak directly to their concerns.
Unlock the Right Tone and Content
That means you need a psychographic profile, rather than the usual demographic description. Psychographics, such as beliefs, hobbies, values and entertainment preferences tell you what people truly care about, and what certain groups have in common. If you’re Nike, and developing messaging for a premium training shoe, the most useful bit of information about the running consumer — regardless of age, gender, etc. — is whether they’re a marathoner or a twice-a-week jogger. Demographic data certainly can be useful in placing your marketing, but unlike understanding someone’s passion, it doesn’t unlock the right tone and content.
Make Sure It All Lines Up
Next, you need to make sure that the messaging you give your internal and external audiences is fully aligned. Every facet of brand and product, from what’s in the assortment to how it’s presented and sold at retail and DTC needs to be consistent in order to ensure that the brand delivers on its promise to the consumer. That’s how you create loyalists and spread the brand’s gospel.
In our next installment, we’ll move on to the messaging itself, addressing the critical distinctions between branding and advertising. We’ll also share a simple way to break communication down into three key categories, making your marketing both simpler and more effective.
Until next week, keep your eyes focused on the road ahead!
Continue on to the next post in the series: The Wonderful World of Branding
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