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.
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 are usually reverently asking themselves how they can do that in a world where there is too much of 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:
- The first element is the founder - or the founding team.
- The second element is the potential customer.
- 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?
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.
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.
More knowledge - PDF download, eCourses or personal advice
Offline download: Download this text as PDF - Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save).
Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!
Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).