We are happy to announce that another great specialist has joined our band of Sherpas. The amazing Tim Ash, Digital Marketing and Evolutionary Psychology expert, is now a member of our network and he is ready to share his knowledge with you, upon request! Just a few days ago, we asked Tim to offer us a tip to help you grow your business in 2022. Here is what he has to say:
There are no tricks or technologies that will help you stay ahead in 2022. The only durable advantage is to stay close to your customers and audience. In practice that requires three things - focus, understanding, and on-point marketing.
Focus is the key. Many brands stretch to address a wider market. But in the process they become generic and will not stand out from the crowd. Your target market should be as tight as possible - like a laser beam. You have to get comfortable saying "no" to expansion or dilution of your audience.
Once you have identified your small niche, your next job becomes to understand them. This means getting as close to the customers as possible. So get out of your own company bubble and actually go out into the field: join organizations that your clients belong to, talk to them directly, listen in on your customer service calls, and monitor social media to see what they are really saying. You need to swim in the customer's environment until you have deeply internalized their values, belief systems, and language.
After picking your niche audience, and understanding it deeply, you can turn to creating effective marketing. Most of this is content marketing that should be embedded in various length stories. The stories should support the values that you previously uncovered, and act as a beacon or magnet to draw the right prospects to you. These stories have to strongly resonate, and also act as a clear dividing line. In fact, it is often desirable that your stories actively repel those who are not in the target group.
👁️🗨️ Tim Ash’s tip, along with more advice from our Sherpas is also available on our 2022 Whitepaper. To get your copy, simply drop us your email here.