Your Message IS Your Product

This simple statement reflects the focus of the marketing program that has made www.MountainNature.com one of the most popular nature related websites on the Internet.

This article will introduce a new way of looking at the promotion of your business AND your website. It flies in the face of traditional marketing theory and puts your knowledge and expertise in the forefront.

Too much focus in traditional marketing is on the product and why you should buy from me. Instead, focus on your customer and ask yourself how can I make them think of me if and when they are looking for a product that I supply?

As I began to market MountainNature.com, I learned that it was the knowledge that I had gathered over the years, AND the many unique wilderness experiences that I could share, that were my true assets.

Instead of  focusing on why someone should purchase my guided hiking or tour packages, I began to focus on what they could learn by visiting. I began to focus the content of the site in ways that would make it as easy as possible for them to quickly find the information they needed.

At the same time, I began to look at the other areas of my business and how I could leverage my knowledge of the nature, the hiking and mountain biking trails, and the history of western Canada.

Soon, I was devising new ways to tie the stories of the nature and culture to the news of the day. I was finding myself a sought after interview by print, radio and television news reporters. As this momentum grew, I focused on finding new and innovative ways to help my reporter colleagues find timely stories that added value to their publication and to their readership (or audience).

I found the more I helped other people to achieve
THEIR goals, the more I was able to achieve mine!

This was a profound discovery, especially in today's competition focused world.

It bears repeating though.

As you begin to focus your marketing message on the needs and wants of your potential audience, the more receptive you'll find them, and the larger your audience will be.

If you really look at your knowledge and experience, you'll find that you have a very unique perspective on YOUR industry and your corner of the world...

You DO have a great deal of expertise to sell

One of the great things about this marketing strategy is that it costs almost nothing. It doesn't require glossy brochures or expensive catalogs.

The following list will get you started. It is not exhaustive, but designed to serve as a primer on how we will develop your new knowledge brand.

1. Create a product that exceeds expectations. It all begins with your product. If it is not the very best, then why should someone buy it from you rather than your competitors? Create a product that begs the question: Why wouldn’t I take advantage of this opportunity? Continue building in value until you create an irresistible combination of products, expertise, resources and pizzazz.

2. Use the ‘So What?’ technique to find your true benefits. The ‘so what?’ technique will help you drill through your product’s features and discover its true benefits. This is what your customers are looking for. It’s the old adage, “sell the sizzle”. Get into your customer’s mindset and list all the features of your product or service. Then ask ‘so what?’ For each answer, ask the question again. Drill down until you reach a natural limit. This final answer will reveal the true benefit of your product.

3. Fire your biggest guns first. Once you’ve discovered your product’s real benefits, don’t be shy. Shout them from the rooftop! This is what separates you from everybody else. It should be the first thing they hear or read about.

4. Harness the Power of the Internet. When was the last time you investigated your company web site? Do you have one? Is it furthering your marketing goals? Is it hindering them? The sad truth about many web sites is that they are worse than ineffectual; they actually harm a company’s reputation. The only thing worse than not having a web site is having a bad one.

5. Get Involved in the Processes that Affect Your Industry. Are there any initiatives that could affect your business? Do you play an active role in the direction that these initiatives may take? Nobody cares more about your product than you do, and nobody will fight to protect it like you will. Don’t put your future in someone else’s hands.

6. Write for Publication. Writing for publication will give your message wings. Start simple, perhaps with a trade journal or put together an article for your industry newsletter. The positive feedback from your peers can give the oomph to move to more main stream media or larger projects like regular columns or books.

7. Create Joint Ventures. Leverage the power of your business with your industry partners? Many small businesses miss opportunities because they lack the support staff and front-line depth to undertake large projects. By creating a virtual relationship with some of your industry partners, you can join forces to create a unified front to tackle these opportunities.

8. Gift Your Resources, Staff or Expertise. Can you provide a staff member to assist at a local event? Do you have artifacts that could be loaned out for use in a display? Can you offer expertise to an event or charity?

9. Create or Sponsor a Contest or Event. This is a great way to create visibility, attract media attention and increase your brand awareness. It can provide you with media coverage that is far more relevant than paid advertising.  

10. Discover the Value of Network Marketing. Networking skills are essential to your marketing success. Create a 30 second presentation that details your products and services. You may only have a few seconds to introduce yourself and give your short promotional pitch. Don’t forget that networking is not about closing the sale; it IS about building relationships upon which to draw future sales.

Take an Inventory of your Expertise

Now is the time to begin to document your expertise. Ask yourself the following questions:

1. Do I have a unique area of expertise within my job, hobby or industry?
2. How do people use my products or services?
3. Are there ways that these products or services could be used but ARE NOT currently?
4. Are there particular areas within your knowledge area that can be tied to the news of the day? What are they?

These questions serve to get your creative juices flowing. They are only the beginning, but they will get you thinking about your knowledge as something that you can use to promote your business or yourself.

How do YOU repackage and leverage your knowledge?

Take your knowledge and look at some of the ways that you could  package or repackage it.

Look at the following list of possibilities:

• Can you turn your knowledge into writing products?
  • Newspaper articles
  • Newsletters
  • Magazine Articles
  • Books
• Speaking products?
  • Keynote Presentations
  • Radio Programs
  • Television Programs
• Online Products?
  • Website Projects
  • Online Exhibits
  • Online Discussion and Training
• Digital Products?
  • Screen Savers
  • Data CD's
  • Database Products
  • Training Programs
• Media Relationship Products. Can you...
  • tie your message to the news of the day?
  • help a reporter to better inform his audience?
  • use your knowledge to help educate their audience?
  • show their audience new ways to look at an old product or idea?

Remember as you go through this process that you are branding yourself as an expert, and in doing so, also branding your products. Have you ever bought a product because it was connected to an expert. What do you think is Martha Stewart of Bob Villa's secret?

They created empires by branding themselves. Their products AND the products they recommend become instantly successful.

This may sound intimidating at first, but we'll walk you through the process.

The very best book that I have seen that focuses on turning your knowledge into a brand is "Make Your Knowledge Sell" by Monique Harris and Ken Evoy, M.D.

This is only the beginning. We will be helping you to discover a NEW way of looking at your product, your business and YOU.

You can learn more at: http://myks.sitesell.com/esales15.html

We are not the only company that has discovered these techniques, but we DO have a unique way of looking at how it will work for other small to medium companies. Our goal is to help YOU build your brand. Let's work on this together.