#9 - The secret to stronger marketing results

Is your brand having trouble to get the love from customers and/or experiencing problems with sales?

If yes, then this might be the reason why:

You are not selling the right thing.

Wait, I’m not saying you should go out of business. I’m saying that you are not communicating what your customers are looking for.

Some of the brands I worked with had tried all kinds of marketing tactics and channels, but still, nothing major was happening.

There are many reasons why a marketing tactic may not work, but oftentimes, the tactic is not the problem, but the content.

Think of marketing as a "pipe" that connects your brand to a person.

The content you put inside the "pipe" is what the person will receive.

That's why marketing tactics alone don't work magic. They will be as strong as your brand's inner workings.

If you're putting something in the pipe that isn't relevant to that person, it won't be heard or will be ignored on the other end.

Today, I bring you a question that will help you audit and review what's in your communication "pipe," so you can make the necessary adjustments to strengthen your marketing results.

Changing how you see your business changes everything.

What are you selling?

How does this question help you?

1. It helps you focus your messaging and marketing in a way that is relevant to your target audience.

2. It guides product development on what to enhance in the product, delivery, or experience.

3. It makes your brand stand out from competitors.

Let’s discover your answer by breaking down the question:

Part 1: “What”

No, it's not your product. Whatever you have to offer is not what customers want. Wait. I will get there.

No one understands and likes your product as much as you do. Every product in the world is a means to an end and not the end itself.

So, what you're selling (or should be) is the desired result of the "thing" you're selling. What does it do for your customers?

Part 2: “selling”

Selling means "communicating how you can help," according to my own dictionary.

Usually, people associate selling with "pushing," but I find it helpful to see it as "communicating" because it extends to the whole ecosystem and touchpoints of your brand.

What's your messaging? What are you communicating? Is it the "thing" or service you deliver, or the result they will experience by buying from you?

So the real question we're trying to answer is:

What result are you communicating?

Let's look at some examples of what it means.

Example 1:

I love to look into commodities for these kinds of examples because they are the living proof of the power of great communication and storytelling.

Why do you think people pay $5 for a coffee at Starbucks when they could get a $1 coffee at any corner?

You might be skeptical, but they're selling human connection. Today, Starbucks has become a mega-chain all around the world, and their reputation precedes them. But what got them here?

The name on the cup. Yeah, there's the whole story about beans, farms, and sustainability. Sure. But being seen, having someone write YOUR name on the cup makes it unique. And having someone call you by your name in a world where we're mostly ignored throughout our days can make a difference in how we feel.

I have heard many people say, "When I'm at Starbucks, I feel at home." Of course, what is more like home to us than our names? Having them combined with a warm sensation from hot beverages and a cozy, comfortable ambiance is sure to make one feel at home.

If you're curious about how they built this amazing brand based on a commodity, I suggest the book Leading the Starbucks Way by Joseph Michelli.

Example 2:

Another example is why people buy $50 watches and others buy $50k watches? Do you think they are buying the same thing?

As Seth Godin says, price also tells a story, but it doesn’t tell the whole story alone. To support high pricing, you need to communicate the results. What does it do for your customers? Your "value proposition" needs to be supported by your pricing. Would you feel confident in buying "exclusivity" from a watch that costs $50? I surely wouldn't fall for that.

Now, it’s your turn…

Action step

👉 Set aside 20 min to work on your version of this prompt to get the clarity you need to set your business for authentic growth.

What result you are communicating? (Suggest to use this question as a prompt to audit and review all your marketing material and brand touch points to evaluate if you’re on the right track.)

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your business?

Here's how I can help:

• If you haven't yet - connect with me on Linkedin or instagram to get weekly insights on aligning your brand and business for authentic growth.

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PS2: New here? Read the previous issues of this newsletter here.