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The Most Common Marketing Challenge Small Businesses Face And How To Solve It

The Most Common Marketing Challenge Small Businesses Face And How To Solve It

After offering marketing and branding services to small businesses and entrepreneurs for over 13 years, I’ve noticed one common challenge they all face — they don’t have a purpose-driven story that’s aligned to their customers’ needs.

What exists instead is a story that is patched together, continually changing, that tries to please everyone and doesn’t ultimately honor their original existence. Overall, their story is inconsistent across the brand and usually only focuses on them. This results in their ideal customers struggling to connect with the brand or even establish how the business addresses their needs.

So why are so many businesses getting it wrong?

There are probably a number of reasons why companies skip this crucial step to sustainably build their business.

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One reason could be due to the ever-changing customer landscape which drives different marketing demands and needs. Another reason could be that while initially having a clear purpose about the product or service they want to offer the world, somewhere along the path to making a profit a company’s reason for existence and clarity on who they are serving was lost in their story, or was never communicated to start with.

Most businesses and entrepreneurs are stuck in a WHAT or HOW story. What their product does, what services they are offering, or how their product or service compares to others in the marketplace. Although this information is important to communicate, it should come secondary.

Marketing is essentially about communicating to your target audience why your product or service is the best solution for their needs and getting them to take action. Whether you use marketing psychology, branding, or the latest online viral techniques, achieving this is the main purpose behind your actions.

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What can be done to get it right?

Whether I’ve been engaged as head of marketing, to build a website, develop a brand, or to complete copywriting for a company, I always start with a business visioning exercise to build the business foundation and develop a purpose-based story. Without this, all my efforts are wasted and will continually need to be duplicated as the story changes.

Advertising dollars and good marketing teams can’t make up for an unclear story and brand. If you aren’t clear on your purpose and whom you are serving, then how will your customers be clear you are the best solution to their needs? As companies evolve and pivot their services and products, the original purpose of the company shouldn’t change. Having a purpose-driven story in place allows you to survive even when market conditions or the company focus changes.

In this information age where customers have more choice, the demand for personalization and relevancy in their communications from businesses needs to become the norm. Companies still stuck in “it’s all about us” stories will automatically lose to companies incorporating their purpose into their “it’s all about you” story to their customers.

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In a nutshell, customers care about themselves and how a product or service is going to improve their lives. They connect through emotions, which can be communicated through a vision/movement and pointing out how you can address their pain points.

To create a purpose-driven story that aligns to your customers needs, the following questions need to be clearly addressed and communicated:

  • The ultimate purpose of your business
  • The why, how, and what of your business
  • Your brand personality
  • What problem you are solving in the marketplace
  • Who your customers are and their needs
  • The challenges your customers face and what solutions you offer
  • Your company language and main keywords

Investing time and money in this investigative and creative process, whether internally or through a marketing and branding consultant, will save your business time and money in the long run.

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Featured photo credit: Death to the stock photo via deathtothestockphoto.com

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Kelly Weiss

Purpose-driven business + lifestyle coach

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Last Updated on June 13, 2019

15 Best Entrepreneurs Books to Start Reading Now to Be Successful

15 Best Entrepreneurs Books to Start Reading Now to Be Successful

Knowledge is power, and you’re going to need a lot of it if you’re going to be able to steer your business to success.

Without further ado, let’s take a look at the 15 best entrepreneurs books to get inspirations about success and grow your business.

1. Think and Grow Rich by Napoleon Hill

    This book has been dubbed the Granddaddy of All Motivational Literature, and it was actually the first book that gave a prescription of what it takes to be a winner.

    Napoleon Hill draws from the stories of millionaires like Henry Ford, Andrew Carnegie, and Thomas Edison to illustrate the principles he put forth.

    Get the book here!

    2. The Lean Startup by Eric Reis

      A lot of startups end up failing, but many of these failures are actually avoidable. The Lean Startup provides a different approach that is now being adopted all over the world and changing the way that companies are developed and products are being launched.

      In The Lean Startup, Eric Reis describes what is required for a company to penetrate the fog of uncertainty in order to discover a path to a sustainable and successful business.

      Get the book here!

      3. The E-Myth Revisited by Michael E. Gerber

        In a revised edition of the 150,000-copy bestseller, The E-Myth, Michael Gerber refutes some of the myths that surround starting your own business and shows just how commonplace assumptions can end up getting in the way of being able to run a successful business.

        Gerber succeeds in walking the reader through the steps that occur in the life of a business, from infancy, through the pains of growing as an adolescent, to the perspective of the mature entrepreneur.

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        Get the book here!

        4. Rework by Jason Fried

          Most of the business books that you get today will give you the same advice: draft a business plan, study the competition, look for investors, and all that.

          However, Rework shows you a more effective, easier and faster means of succeeding when running a business. By reading it, you’ll be able to know why some plans are harmful, why you don’t really need to get investors, and why you’re better of shutting out your competition.

          Get the book here!

          5. How to Win Friends and Influence People by Dale Carnegie

            This is one of the most successful motivational books in history, selling well over 15 million copies since it was released in 1936. The book is timeless, and it appeals to businesses, self-help startups, and general readers.

            Carnegie believes that a lot of successes come from an ability to communicate rather than having brilliant insights. In his book, he teaches how to value others and make them feel appreciated and loved.

            Get the book here!

            6. Outliers: The Story of Success by Malcolm Gladwell

              Through this amazing book, Malcolm Gladwell is able to take the reader on an intellectual journey through the world of ‘outliers’. He asks the question of what truly differentiates high-achievers.

              His answer to this question is that we tend to pay too much attention to what successful people are like, and less attention to where they are actually from.

              Get the book here!

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              7. Rich Dad, Poor Dad by Robert T. Kiyosaki

                This is the best personal finance book ever written. It tells the story of Kiyosaki and his two fathers; his real father, and that of his best friend (his rich dad), as well as how the two men helped him shape his opinions on money and investing.

                It refutes the myth that you need to earn high to become rich, and it distinguishes between working for money and having money work for you.

                Get the book here!

                8. The Ascent of Money: The Financial History of the World by Niall Ferguson

                  Niall Ferguson, in this book, follows the money to tell the story behind the evolution of the word’s financial system, from the beginning way back in ancient Mesopotamia to the latest occurrences in what he had dubbed Planet Finance.

                  Fergusson also reveals financial history as the backstory behind our very own history, with an argument that the evolution of debt and credit is as significant as the history of technological innovation and the rise of civilization.

                  Get the book here!

                  9. Liar’s Poker by Michael Lewis

                    Michael Lewis landed a job at Salomon Brothers after getting out of the London School of Economics and Princeton within three years, he had risen to the rank of bond salesman, making millions for the firm and cashing out steadily.

                    Liar’s Poker is the amalgamation of these years — a look behind the scenes at one of the most turbulent times in American business. His book is Lewis’s account of an era where greed and gluttony were the order of the day.

                    Get the book here!

                    10. Drive: The Surprising Truth about What Motivates Us by Michael H. Pink

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                      A lot of people see money as the best motivator. Michael pink says it’s a mistake.

                      In this provocative book, he asserts that the secret to high performance anywhere is the need to direct our lives, to learn and create, and to do better by our world and ourselves.

                      Get the book here!

                      11. Getting Things Done: The Art of Stress-Free Productivity by David Allen

                        Outdated methods don’t work in today’s world. In this book, Allen shares some awesome methods for stress-free performance that he has shared with thousands of people all over the world.

                        His premise? That productivity is proportional to your ability to relax.

                        Get the book here!

                        12. The 7 Habits of Highly Effective People by Stephen R. Covey

                          In this book, Stephen Covey presents a holistic approach for overcoming both professional and personal issues. With insights and anecdotes, Covey presents a way to live with integrity fairness, service and dignity.

                          Get the book here!

                          13. The 4-Hour Workweek: Escape the 9-5, Live Anywhere, and Join the New Rich by Tim Ferriss

                            In this book, Ferriss dishes on the tips he has learned from studying the New Rich, a subculture of people who did away with the deferred life plan and mastered time and mobility to developed luxury lifestyles for themselves.

                            If you’re looking to make your way in this revolutionary new world, this here is your compass.

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                            Get the book here!

                            14. Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh

                              The CEO of Zappos shows how a unique kind of corporate identity can help deliver a huge difference in the way results are being achieved — by creating a company that values and delivers happiness.

                              Get the book here!

                              15. Losing My Virginity: How I Survived, Had Fun, and Made a Fortune Doing Business My Way by Richard Branson

                                From Virgin Atlantic Airways, Virgin Records and V2 to Virgin Cola, Virgin Megastores and a wide array of other companies, Richard Branson is the rockstar billionaire that a lot of us want to be.

                                Branson, however, did business by following a simple philosophy:

                                “Oh, screw it, let’s do it”

                                Losing My Virginity is an unusual, borderline outrageous autobiography of one of the greatest business geniuses in the world. Branson and his friends named their business “Virgin” because that was what they were — virgins at the game.

                                Since then, he’s written his success rules, creating a global business that has no headquarters, no management structure no corporate identity as it were.

                                Get the book here!

                                More Inspirations for Entrepreneurs

                                Featured photo credit: rawpixel via unsplash.com

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