Discover the deeper meaning behind what you offer

Instead of studying techniques, I’ve learned that in business it is better to understand things on a deep level. This is because insight is better than intuition in business. Your intuition about marketing and sales is informed by social media and from watching commercials. Marketing has a deep level to it that goes beyond techniques, and when you understand the nature of what you sell, you make better decisions about how to bring it to market.

The nature of what you sell impacts how you market, sell, and operate your business. The nature of what you sell impacts creators, coaches, and consultants. What you offer is deeper than the name you give it.  

The name you give your offering does not tell you the true nature of how it impacts people, what matters about it, or what people have to do related to it. The nature of what you offer is a combination of aspiration and vitality. If you treat what you offer as something ordinary, then that is all it is. But if you discover what makes it extraordinary, that changes everything about how you bring it to market. It changes the entire direction of your business. Just make sure that your customers agree about it being extraordinary.

Business ideas that sound good fail all the time. If your approach to marketing is based on what sounds good, you are setting yourself up for failure. Instead, focus on the nature of what you sell. Is it a simple transaction or is it a solution to a problem? Is it an ongoing service? What defines the scope or limits? Will it change people’s lives forever, or will it bring them a simple moment of happiness? Is it a long sales process or a short one? What does the customer need to do or think about before they consider it? How many people are typically involved in making the purchase decision? Is schedule or speed important to the customer?

The same offering in two different markets could answer questions like these completely differently. And at this point we’re just talking about the nature of your offering. The nature of a particular customer is another important set of considerations. But we start by projecting out based on ourselves and what we do.

When you use techniques that don’t match the nature of what you offer, everything will be a constant struggle. There are so many techniques for discounting, website design, pricing strategies, ad copywriting, content marketing, relationship marketing, all the names you have to come up with, pitches, value propositions and so much more. Most of the techniques that you run into will be for other people’s offerings and offerings that have a different nature than yours. Instead of struggling to make the techniques work, take a step back and let the nature of your offering guide your decisions.

Do you know the nature of what you offer?

Do you know what you want the nature of your offering to become? 

Let’s discuss and figure that out together.

When you understand the nature of what you sell, you’ll find making decisions easier and you’ll make better decisions as well. When you understand the nature of what you sell, you’ll find that your customer interactions go smoother and your business will be more successful.