Before you begin marketing your company, I recommend you run your ideas as well as your company philosophy through the marketing filter checklist below:
1. Why are you in business?
2. What does your customer get out of the relationship?
3. What do you want your reputation to be?
4. What is your story?
5. How will people benefit from associating with you?
6. Would you buy your product or service?
7. Why would someone refer you?
8. What makes you unique?
9. If your competition cuts their price tomorrow, will it matter?
10. What is your brand’s cause?
I think the last item on the list might confuse some people. I don’t mean to what charity does your company contribute. I want to know if your fans would proudly display your logo or brag about you. Apple, Starbucks and Southwest Airlines are causes. Apple is about individuality and the latest in cool technology. Starbucks is a lifestyle more than it’s a cup of coffee. Southwest Airlines is about affordable air transportation. Fans love to share these stories. I’ve read them in just about every business book I’ve picked up lately.
Run your business and marketing through the above filter. Make sure you have a story, a cause, and understand why you are in business. Make sure your business is about serving your customers. Don’t let the quick-buck mentality ruin the opportunity for a growing business or career.
Once you understand the answers to the above questions you will have an easier time creating effective marketing materials, headlines and campaigns to attract new customers.
I use three of the 10 filter questions every time I consult on a marketing campaign. I’m not going to tell which three, but the secret sauce is in there.