Marketing for business founders: Founder, target group and benefits in the triad

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Whether independent founders or founding teams. Most start with the illusion that their great product or solid service is going to get around somehow. An illusion: What nobody knows does not make you hot. branding

Here writes for you:


Ulrike Rheinberger Rheinberger 16: 9Ulrike Rheinberger, 1961 leads the consulting office peak8 Coaching in Berlin.


Marketing is too expensive - right?

With marketing, most founders associate high-gloss presentations, elaborate internet pages, psychologically based seduction. Everything was way too expensive for the beginning.

At the same time, what should be the core of every marketing strategy costs nothing - except time and brain fat.

Heartpiece instead of value

And yes, I'll say the heart and not about utility. Somehow, we all still believe that we are completely rational beings and make purchasing decisions based on reasonable choices.

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Although we should have known for a long time that we are making decisions primarily with the emotional part of our brain, which we share with dogs, cats and horses.

Successful products are sexy

Successful products may be practical, useful, efficient, but most of all they are also somehow sexy or convey trust or express who we are and are not.

“Find the unique selling point for your product, your service”, the founding Bibles prescribe. Founders usually wonder how they can do this in a world where there is too much of almost everything.

Branding: Unique triad with heart notes

I'd rather describe it as the three-note triangle with heart notes, where three elements harmonically blend together:

  1. The first element is the founder - or the founding team.
  2. The second element is the potential customer.
  3. The third element is the donated benefit.

Founder of the company as a complete work of art

Personal branding thrives on the USP. But what exactly makes this unique position triad? And why is he so important to your marketing?

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Asking this question is important. Because this is the starting point of your founder marketing. Each founder in his personality and with his professional and life experience is a unique overall work of art.

What we can and are, is often so self-evident that we do not even notice that it makes us different from others. These resources bring you to the light, which are your founder capital.

The customer has to fit

  • The second element is the right customer for the founder. With whom in this world can you do well?
  • Which living and working environments are familiar to you?
  • Who do you speak a common language with?
  • Whom do you want to make happy?

Exactly these peck you out as your future target group.

How can you improve the world?

The benefit, as a third element, is what makes the world better, that of your very special target group. As I said before - this has a practical, rational side and a heart note. Look at the world through the spectacles of your target group. Then ask:

  • What is the use of my target group?
  • What makes my target group more satisfied?
  • What excites my target group?

Explain what you are doing in 140 characters

Invest time and passion in your stand-alone triad. Turn back and forth. Get sparring partners to help you lift hidden treasures. If you have tuned your triad fine, marketing is suddenly easier, even on a small budget.

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Now you can tell someone in the short run of an elevator ride what you are actually doing. Or in a tweet of 140 characters. You now know what you write on your website, who you call, what you have to say in the social media.

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  1. Rikke786

    This is true, when marketing a product, you can not address the emotional world of the human being. Emotions are the key to success. And yes, of course, the product should also stand out from the crowd.

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