Entrepreneurship and ambition — they go hand in hand. Whether you’ve got a great idea for a product or a desire to work for yourself, you quickly develop a passion for your business.
That’s the easy part. Going to market … not so much. Suddenly, you’re facing the prospect of building a brand and, even scarier, making sales.
Sadly, many entrepreneurs struggle to make their businesses a reality. Even if the product is great, you must position yourself in front of the right people, in the right way. And as many of us are idea-makers rather than sales reps, that’s a huge hurdle to overcome.
Trust me when I say that you can learn and refine your selling and marketing skills. The key is to shift your perspective from your desires to what your ideal customers truly want.
Selling A Promise, Not a Product
We’ve all seen ads with a laundry list of features and generic sales language:
“The Industry’s #1 Product”
“Satisfaction Guaranteed!”
“100% Pure and Natural!”
That sort of language becomes noise after a while. Especially when you’re breaking into your industry, you must speak directly to your target audience.
What do they truly want? Perhaps it’s something “pure and natural,” but those are meaningless buzzwords.
What problem do you solve for them? Guaranteeing satisfaction isn’t a solution. (Not to mention, virtually every company offers that.)
Why are you their best choice? It’s not because you’re #1 in the industry. People want to do business with brands that share their values and suit their interests.
In my 5Ps to entrepreneurial freedom, the first P stands for Promise. As an entrepreneur, your successful idea should come with a promise that you’ll serve your ideal customers’ needs and desires
People don’t want to buy a product per se … they want to buy a better life. Your business’s promise is that you’ll help them get that (whatever it is).
Let’s take a page out of the copywriters’ playbook. When writing a product description, good copywriters don’t just list all…
