Who are you?

In 1978, the first test tube baby was born, Jimmy Carter was president and one of the greatest rock bands of all time, The Who, asked us a very important question:

Who are you? Who, Who, Who, Who?

Who cares, you ask?  If you are a small business owner -you do!  Let me ask you another question -   You may the best at what you do and you may have an unbelievable story to tell, but if no one knows it but you and your Mom, what good is it?  I learned early on in my career that its not a question of  “How good is your business?” It’s a question of “How good is your marketing?”

The goal is to make an emotional connection with consumers….to be the business that people think of first when they need a product or service you offer.  The big guys (Nike, Geico, Coca Cola, Strabucks) understand that other companies sell running shoes, coffee, soft drinks and insurance so, they needed to make an emotional connection with consumers to become the killer brands they are today.  You can do this too in your local market.  To begin this process, answer these two questions:

1)      Who are you?  and 2)  Why should I do business with you over your competitors?                                                                                                                            

      Remember, People do not buy products or services. They buy what products or services DO FOR THEM!  Ask yourself these questions. Would you rather buy:

·         A mattress  - or - a good night’s sleep? 

·         A camera – or – a captured memory?  

·         A dental appointment - or - a great smile?          

·         A chiropractic adjustment  - or - relief from pain?

Once it’s asked, the answers become obvious.   People always buy the benefit that comes from a product or service.  So now, I ask you again…Who are you and why should I do business with you?   When answering, look through the eyes of your consumers.  An interesting and insightful exercise is to ask your current customers who they think you are and what you do. 

Once you have nailed down the answers to these two questions, you are on the road to uncovering your story..the thing (or things) that set you apart from your competitors…your differentiating idea.  This is the foundation to your strategy and making an emotional connection to consumers in your market. 

Who are you who, who, who, who…I really want to know!