Finding your business core (pt 1): The sweet spot

Marketing, communication, business story-telling, relationship copywriting – it all comes down to this: the intersection between you and your audience.

The sweet spot in the middle is where we find the essence of your business, the unadorned truth that is clear and compelling, the message that brings you into connection and conversation with your ideal customers.

How can we make it sexier?

A lot of marketing and branding strategies seem to be about how to add to your message or your story to make it more appealing. Like adding sugar to, well, just about anything we eat or drink.

The additives, the spin-doctoring, the repackaging are all layers that wrap around and around your core message and cloud its power. Like a radio station that’s not quite tuned in, the transmission becomes noisy and people switch off.

Don’t repackage, unpackage

Strip away the noise and return to the centre, to the sweet spot where you and your audience intersect. When your marking comes from here, everything you do and say will have a resonance of truth and authenticity that your audience will feel in their heart and in their gut.

How do we get to the essence?

By understanding deeply the two components – you and your audience.

That’s what I’ll be talking about in part 2 of this series …

12 Jan 10   |   Read more on Featured, Your Business Core   |   1 Comment »