From? To?

The world’s top restaurants don’t waste much time marketing their food. If you think they do, prepare for your eyes to be opened. And for your marketing to radically improve.

Every business provides a product or a service, which solves a problem for the customer. In order to solve their problem, it needs to create a change. To move the customer from something to something.

For example.

From worried to confident.
From vulnerable to safe.
From broke to wealthy.
From discomfort to comfort.
From bored to entertained.
From struggling to succeeding.
From confused to clear.
From sad to joyful.
From scruffy to glam.
From lonely to connected.
From loss to gain.
From ignorant to informed.
From stressed to relaxed.
From pessimistic to hopeful.
From lost to guided.

You need to figure out the change your prospective customers are looking for. Their ‘from what’ and their ‘to what’.

Now, here’s the part almost every small business totally screws up (and how to avoid it).

The answer is not obvious

The biggest danger here is believing the answer is obvious. It almost never is.

Seriously.

For instance, no successful coffee shop focuses on changing you from thirsty to quenched. None of them.

They change you by creating an attractive atmosphere. An atmosphere, where you can go from stressed to relaxed, or from tired to restored, or from lonely to connected, from stuck to creative or from bored to entertained.

The world’s top coffee shops know this. It’s what their marketing focuses on. It’s why we see very little emphasis placed on the coffee beans used, yet huge emphasis placed on the welcoming, positive atmosphere.

Here’s another example.

The world’s most expensive restaurants don’t focus on taking you from feeling hungry to feeling full. You can go down the street and get the same number of calories at a burger joint for pennies. Instead, these restaurants focus on their exclusivity. They take you from feeling normal to feeling like a star.

You get the idea.

Your product or service

Determine what change or changes your prospect is truly looking for.

Focus on the ‘from what’ part. Your marketing message needs to meet them right there. It needs to talk to their current situation. It needs to address the discomfort they’re feeling. This means your message will be on the very same wavelength that they’re on. This dramatically and profoundly increases the sales impact of your marketing

Then focus on the ‘to what’ part. Your marketing needs to illustrate how your product or service transitions them to their end point. To the very thing they desire… and will happily spend money on.

Like every marketing tactic, idea and tip I use, this is an example of a quick and easy improvement you can make, which won’t require you spending a penny on marketing.

A marketing budget is the price you pay, for being just like your competitors. I’ve been telling small business this for over 3-decades. Marketing is about attracting high-profit clients or customers. This is an example, which you can put into play today.

IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!