Ok as you read through this article, I want you to start singing “knowing me, knowing you” (by Abba) to yourself, as it will better help you get the gist of what I’m about to say. Got it. Let’s go …
Working Within “a Vacuum”
When starting out, most entrepreneurs are working within a vacuum, in that they have little working experience with clients to base their core business on.
So they spend considerable time + energy trying to think up a name or brand for their business as well as brainstorming with well-meaning colleagues and friends.
We have all done it! The thing is we are not our market (or even our brand). It must resonate with them too.
I find it helpful to think of the brand as “your promise constantly delivered”
So when I say “vacuum”, I am referring to the classic Dan Kennedy formula:
The Message – Media – Market Match
Market Congruency is when your marketing message matches market wants (delivered via the right media for them).
If it’s JUST about your marketing message, you are operating within a vacuum, in that you have yet to consult the market!
Visit The Online Marketplaces
A good first place to go is Ezine Articles. Simply select your niche and find out the most popular articles right now for that topic.
What keywords are being used? Check the source code if you know how.
Then try both Amazon and Clickbank to find out the most popular selling items within your niche.
Again what keywords are being used? What content are people interested in? What comments are there?
Confirm With Google
Once you have these keywords, you can then go to Google and see who is ranking on page one for these keywords.
What are they selling? What other keywords are they using? What corresponding Adwords show up? What keywords are they using?
Indeed, story has it that Tim Ferris ran an Adwords campaign first before deciding on his title “The 4hr Workweek”.
Only then do you go to the External Keywords Tool at Google to confirm there are sufficient numbers searching for the keywords you have in mind.
Why not go there first? Because now you know which keywords are buying keywords (the marketplaces show people are actually spending money) as opposed to high search, browser keywords (where people are looking but not necessarily spending).
Now you know what the market wants AND is buying, you can then return to “your marketing message”, safe in that it’s more in tune with actual market demand.
A Brand is 2-Way
This is important too in that a brand is not just who you say you are; it’s also how the market perceives you.
eg what do you think of Coca Cola, Virgin Airlines, Budweiser etc
I bet it varies amongst different people, right?
Because it’s not just who they say they are, as such; rather it’s the image that springs into your mind.
So you better be sure you are projecting the right image, that you want to spring into their minds, when branding yourself.
Incidently this is where “Twitter Lists” can be useful. Twitter Lists categorize you based on how you represent yourself – your brand – on Twitter. The way people categorize you in lists is a reflection of the brand you’re presenting to the world, as they see you.
So if you don’t like the way you are categorized, do something about it. Don’t moan about being on certain Twitter lists that “misrepresent” you!
Branding is all about relationship building and so has to be a 2-way process to work effectively.
Hence it is best achieved through knowing and understanding the market first and then matching your message accordingly.
You know you have the balance right when you feel good about your offer and you get the immediate reply back: That’s for me! Tell me more …
Otherwise, you will soon be singing another Abba song in your head: “Take a chance on me … !” as you attempt to convince a jaded and sceptical marketplace you have exactly what they want.
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Noel Lyons MSc runs multiple membership sites & blogs, in addition
to private and group business coaching. If you want to learn the essential strategies, skills and secret sauce to promoting you and your business
online, you’ll want to get inside the Lyons Den right away. In the market strategy module, Noel go’s into branding and positioning in much greater depth. Put an end to overwhelm and come Automate Your Coaching
Business at The Lyons Den
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