Marketing is Business DNA
Marketing is everything you do in Business. Everything includes how business presents itself, level of customer service, attitude, corporate conscience, customer perception of trust and reliability. Marketing is selling. Sales originate by creating awareness, building customer relationships and trust, providing information, understanding delivery channels, offering value.

Marketing is a business story
Business is about having a story. Every entrepreneur, business founder, inventor and business owner has a story of why start or operate a business. Similarly every enduring product has a story why it exists and what makes it great. A compelling convincing story inspires and motivates customers. Which particular customer? Any business person when asked “who is your customer” responding with ‘everyone’ is a naive marketer destined to fail. Marketing to everyone wastes money and does not create quality interest, leads or sales. The story must have the target segment and target Customer in mind.

Why customers are King.
Business would be easy without customers however business would not exit. The reason and purpose of business is to provide product solutions for customers and make sales. Business solves a problem for a customer if not its irrelevant. Business is transaction driven. Without sales business eventually stops. Determining the product fit with customer segments and having proof that sufficient customers require your solution validates business startup and sustains established business. Find the customer insights to ensure you give customer what the want, need and desire.

Business cannot sell a secret.
Test to discover  (prove) that customers have a compelling willingness to pay for your products or service solution which helps customers  get their job done. A marketing message should communicate how the product or service makes their life easier, helps them feel good, save time and money. Customers buy products they believe brings value to their life.

Marketing is the message.
Concise easy to understand communication that listens to customer needs emotions and endeavours. Yes listening. Affective marketing then speaks direct to the customer, is targeted and is aware which channel works best for which customer. Marketing messages understands the pain, fear and value expectations of prospect buyers. Marketing shares conversation like talking to a friend, a special and intimate message. Marketing transitions the customer through awareness, consideration, evaluation and decision making process. Marketing is the massage of the message.

Marketing is the DNA of business and sales.
Before committing the marketing budget money to random spays of advertising, promotions, new brochures or business cards the core question is what does the message say and project about the business. What customer segment is being targeted. What does the business stand for – why does it do what it does. Marketing DNA begins here by articulating what is different and unique about the product-service or operation to avoid being branded another ‘Me Too”.

The key to a great message is knowing and communicating Why.
Customers buy solutions to their problem, need or emotionality when they believe it adds value to their life or job they are endeavouring to do. If your business doesn’t know why it does what it does and is vague on what makes it stand out how do you expect customers to believe and be loyal.

Does the business have a powerful value proposition, tag, pitch and unique proposition.
Powerful value propositions are created by gaining insights on customer pain and the results that are expected from the solution. Fluffy sweeping statements don’t cut the mustard. Concise easy understood words that quantify what the customer experience and outcome will be work best.
Great marketing ignites awareness converting prospects into loyal customers and affectively creates believers and evangelist who become your marketing voice.

Customers listen and believe when the business DNA message communicates a compelling valuable story.

Article by Business Sauce appeared in Inside Small Business Magazine