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Deficiency marketing
With deficiency marketing, you’re working to meet people where they are. This is similar to the idea of aiming to serve your past self. Show people that you understand their current problems, and you can draw them into your story.
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Aspirational marketing
With aspirational marketing, you’re showing people where they want to go. When we’re creating a messaging strategy for a client, a big part of that is helping them find the words to show people how life can be be...
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Deficiency versus aspirational marketing
Two popular ways to present your marketing are as “deficiency marketing” or “aspirational marketing”
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Either approach can be very powerful, but the best move is to combine them both. If you can show people that you understand their problems and you can show them what the future could look like, that’s a pretty compelling story.
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Lasting Self-Improvement
Self-improvement is identifying current strategies, how they meet your current needs and solve your current problems, and figuring out how to adjust them into a better configuration. It must start by recognizing who you are now, then making small and stable changes to reach the stage where...
Why do market research?
Market research allows you to meet your buyer where they are, & understand your buyer's problems, pain points, & desired solutions. You can then market your service to appeal to them.
Market research also provides insight into :
- Where your target audience & current customers cond...
Demonstrate change
The mark of a great story is that the experience being shared has changed the person in some way. It doesn’t have to be a drastic change,. It could simply be a perspective shift or a reinforcement of a belief or an idea.
When communicating in business, ask yourself what change you want to ...
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