Asking the Right Question

I have tried starting this blog article six times now. I am sitting on a plane, returning from Costa Rica, and have tried six times to figure out how to begin putting my current thought process into words. I know what my point is, I know who my audience, but I struggle with my introduction because I don’t know what the right question is I am trying to answer.

And this is the problem with most companies trying to promote themselves with new marketing schemes and agendas. Million dollar budgets go into advertising, social media, TV promos, and more but the response rate is below expectations and ROI is not met. Why do so many marketing plans fail? They fail to answer the needs of the audience.

If I know you are an athlete and you are in the market for new shoes, telling you my shoes are best because their comfortable and inexpensive isn’t going to meet your needs. I need to go into the head of my audience and put those shoes on. What distinguishes my brand from a competitors? Could it be the breathable synthetic nylon we use or that our soles actually give you a bounce with each step? I must discover your needs and at times subtly tell you what you need if you didn’t think you did.

Successful marketing begins with analyzing the needs of your audience and convincing them that while you may not be the only one who can meet their needs, you are THE one that they want to meet their needs. The question is not, “How can I sell more or increase my retention,” but rather much more simple: “What else can I do for you?”