Your product/service not about you
Branding, marketing, messaging, copy- your customers don’t care about any of the behind-the-scenes of your business. They care about one thing- THEMSELVES. They aren’t selfish; they’re human. So, how will your product/service help them? That’s what they want to learn, especially if they’re a potential customer/client. How can you remind them, over and over again, of WHO they are and how your thing can help them?
Create community before you sell
Think of your business like a club- not everyone can join, and not everyone wants to. There’s not a business out there that aims to serve everyone; not even Wal-Mart. Though they sell practically anything you’d need- their users are people who value low prices. What kind of community is your business? What “club” are your clients proud to be a member of? For example, if you visit REI’s instagram feed, you hardly see any products for sell. You see a community of like-minded individuals. Create community first, THEN sell.
Focus on the WHO not the WHAT
When you visit your website or your business Instagram feed, can you immediately tell WHO your business is for? Or do you simply see images of a product or a description of a service? Your business should have one main function, to help someone. Not everyone; SOMEone; a certain one. A CERTAIN person; a specific type of human. Who is the human you’re focusing on? If you can point your marketing strategy at a very specific target, you’re more likely to hit a bullseye than if you were aiming at several targets.