Recently I was part of a mentoring panel where a business owner was seeking marketing advice. On the surface he was doing the “right things”, such as using social media, attending conferences and speaking to the people that make buying decisions, plus the product is cheaper and more accurate than the competition.
So what was going wrong? We discovered that he was unable to articulate an engaging offering – it was either simply stating the type of product or a long complicated technical explanation. There was little clarity in terms of the problems that it solved nor the benefits generated.
The other complication was that he was uncomfortable "selling" – which is a real challenge if you are a sole trader. You either need to learn how to get comfortable with the value you are providing to your customers, hire someone that can do it for you or find another way to pay the bills.
The combination of lacking a value proposition that he could share and discomfort with getting people to pay for it sadly meant he'd been expending a lot of effort for little result.
Which problems does your offering solve and do you believe it is worth paying for?
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