What’s Your Story?
I had a very interesting chat with a friend today about a possible service concept he’s considering.
During the course of the conversation, we discussed the essence of the proposed service offering along with the possible technologies that it could be built on.
A pause and then jargon speak.
The one mistake, that I will gladly admit to, when I started my business a couple of years ago was not shaping the message for the market prior to the product being fully ready.
The focus was on the technology, the cool features that the product would bring the users and how we would get the message out there.
But we had forgotten the key part: what was that message?
I am a technology manager by trade, my business partner is a techie. We didn’t know much about shaping a marketing message than my cat knows how to open a tin of tuna. In fact, I’d say the cat would be ahead!
We sat down and devised a message on our own. Like that was going to work! At that point, we decided to engage with a marketing professional who started to coach us on what we were doing. To say that we went back to the drawing board would be a classic understatement. We essentially started over and after we’d finished the overhaul, had to go back and adjust the product which cost us time and cash.
We learned that we had to really understand what we were taking to market and what the message for our customers was rather that what we thought they wanted to hear.
The same applied in my conversation today. At the end of it, the conclusion was to work out the market offering and understand the message from the client side before anything else happened. This, thankfully, has been decided before time and effort has gone into anything else. A lesson learned and applied!
The market message really is vital, without one your business will struggle to find its definition and niche. What are your thoughts?