I had a great chat with a prospect yesterday who was interested in a new website. That was what she wanted. As we chatted about her goals and where she wanted her business to go, it became clear quickly that a new website was NOT what she needed – at least not yet. She needed a brand overhaul first.
To quote Susan Powter, “Stop the insanity!” Stop throwing money away. Slow down and use your cash strategically. If you cannot articulate your business proposition (your brand promise) in a few sentences, if you do not fully understand who you are talking to, what their needs are, and how you solve their problems – may I ever-so-humbly (not) suggest you stop marketing briefly and get clear on those elements first. A designer can build you a beautiful website. A coder can give it all the bells and whistles you could ever want. However, if your purpose is not immediately clear, if prospects do not look at your site and know that you understand them and can solve their problem (and how you do it), and what you want them to do next – your marketing dollars are being wasted.
We all know the old saying: “If you build it they will come.” It is true. They will come, and if you have built a solid foundation that they understand – they just might decide to play.
Ask yourself these questions:
- Who are you now?
- Who are you taking to?
- Who is your competition?
- What do your clients or prospects currently believe?
- How do you want them to see you?
If you do not know the answers to these questions, it is time to re-evaluate your foundation! If that is you, visit our branding pages to learn more about building the right foundation for your business.
