Lay Man Marketing Strategy

Marketing in a lay man's language is about matching the needs of your target market to what your business is offering in the right place, with the right price and at the right time. It is not possible for the business to get close to the customer without good marketing. Good marketing will involve a good understanding of the target customer and tailoring of your product and services to meet their need. This is then communicated through your marketing efforts. Selling ensures the offering is translated to paying customers.

The deal is communicated in your value proposition. This is a summary of how what you do is beneficial to the end user or target client and should cover: a description of the target customer, their problem, the impact

A well-branded product will naturally attract the highest prices for its class because people expect the best in relation to its branding. As a new entrepreneur, you tend to price your services and products too low. This is especially so if there are no industry guidelines for pricing - simply find out what the competition is charging and offering then position yourself there about. While competitor prices should be put into consideration you can justify a higher price if you are offering more, or a much lower price if you have a technology that makes your production process so much cheaper. Either way, you need not feel uncomfortable about your pricing. Below are some tips on how to go about

If you cannot justify your prices then review them to pricing you can confidently defend - often you do not need to if your offering is good.

c. Communicate your prices publicly

Communicate your prices publicly. The most public way to do this consistently is through channels you control - mainly your website. By doing this, everyone knows what to expect when they come to you. You are being transparent and clients like this. Your other marketing tools should do the same.

d. Use the right language

Language used to market a high-quality product will not be the same as that used when marketing a lower quality product. The language will influence which client is drawn to your product and which one is not. In the maize meal example below - both from the same company - it is easy to see which product is targeted to the high-end consumer and which is not. This, based on the language used on the packaging. You do not have to experience the product to know which to choose if you are in construction and which to pick if you spend your time in the office and hardly do any heavy lifting.

Premium flour - High