Jay Lipe’s Smart Marketing blog uses a phrase that should be etched on the inside of every business owner’s eyelids:
Remember, a buyer almost always comes to your company wondering how can you help me? not what do you do?
In my book, I talk about how people have problems: big problems, little problems, pressing problems and the "if I don’t think about it, it will go away" problems. It doesn’t matter WHAT you are selling, if you have a product or service, it is in some way solving people’s problems. The goal of your advertising (a.k.a. marketing) campaign is letting the right people know about your business and the solutions your business offers.
By tightly targeting your audience, you can focus on their problems. Once you’ve focused in on a specific audience, you’ll find it much easier to define what it is they are seeking! With that information in hand, the rest is just composing the song and then choosing how you’ll deliver your sweet, sweet music to your adoring fans.