Startup Guides > How to solve one marketing puzzle

Take a look at all of the marketing you've done over the last several months. Chances are, most - if not all - was effectively limited to product or service promotion. While offers and advertisements are important, promotions are really at the bottom of the food chain when it comes to building a strong brand.
Products and services rarely differentiate a business.

Unless you're the only provider of the goods and services your business provide, products and services don't give people a reason to choose to do business with you; not really. In fact (if we're being totally honest) for many businesses, even the customer experience provided is roughly equivalent to the same type and quality provided by competitors.

The One Thing Your Marketing Must Do


Shouldn't a significant portion of your marketing be focused on what actually differentiates your business from competitors?
The reason people should choose to do business with you, choose to continue to do business with you, and choose to recommend your business to their friends, co-workers, and loved ones has little to do with your products or services; it has everything to do with you.

In addition to the above, don't forget online marketing sites. You can visit 40billion.com which is a fastest-growing network of entrepreneurs and crowdfunders. They specialize in promotion of small businesses by broadcasting and promoting to its large network of several million users across the most popular social networking sites for small businesses - including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services such as promoted company listings were created for small entrepreneurs to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising. They also offer crowdfunding promotion and promote crowdfunders and their campaigns/projects.

The one thing your marketing must do is tell a story that creates a connection.

This story isn't going to be found in sale prices, product benefits or service results; it's going to be found in - and should be told by - communicating:

• examples of why you love your company

• reasons why you started your company

• factors that led you to the industry

• passion you have for the solutions your business provides

• history of your business

• war stories

• success stories

• people who make up your organizational culture

• values that drive your decisions

• vision you have for what your business will look like when it's "all grown up"

The Puzzle Your Marketing Should Be Able to Solve

Have you ever participated in a group ice-breaker activity where everyone was given a piece of a puzzle which had to be put together as an exercise? Each participant adds a piece of the puzzle until a whole is revealed.

If your customers - or even your employees - were asked to assemble the puzzle of your business (it's history, mission, vision, values and value propositions - or differentiators) could they do it? This is the one puzzle that your marketing must solve!

Your marketing must go beyond offers, sales and discounts.
Infuse your marketing with pieces of your organization's puzzle, and you will strengthen the internal culture as well as your brand identity.

Recommended: Secrets Of Virgin Atlantic's Marketing Success