1.     Start with a story that your audience can wrap their head around.

What problem does your target market have to put up with?  Can you solve it for them?  For instance, if you are selling to installers who are frustrated by 4 week delivery times, can you get them the product in 5 days?

This step might not be a “simple” marketing strategy.  It might cause you to rethink how you are currently doing business.  For instance, the distributer who wants to solve the problem of poor delivery time is going to have to get good at tracking inventory, set up a daily shipping schedule that will allow them to remain profitable, and invest a lot more time in building relationships with both vendors and customers.

2.     Target people who are already spending money on a version of your solution

I’m a firm believer that innovation comes from solving a problem that someone is currently spending money on trying to solve.  For instance, my ideal customer isn’t a business owner who doesn’t spend money on marketing and advertising.  My ideal customer is a business owner who is trying to market his/her business and wants to see better results.

3.     Be clear on what you offer

I say this often, but clarity is key.  Be proud of the problem that you are solving and tell everyone who has that problem.

Back to the distributor example.  The very first line on the front page of the website should say “We will get you product in 5 days, Guaranteed.”

However, all too often a website will read “we have created a distribution platform to suit your product needs.”   What in the heck is a “distribution platform”?

4.     The person you are selling to has the authority to buy

This goes without saying, but it’d be a waste of time to sell your products and services to someone who doesn’t have the authority to purchase them.  Before arriving at a meeting, make sure that all of the necessary decision makers will be present.

What else should we consider?  I’d love to hear your thoughts on what I might have missed.