When it comes to startup marketing, one of the most crucial pieces of advice is to stop being vague and general. Instead, start being more concrete and specific. This approach can significantly impact your marketing results and drive your startup towards success. Let’s explore why specificity matters and how to implement it effectively in your marketing strategy.
Did you know that 90% of startups fail within the first five years? One of the primary reasons is ineffective marketing. By honing in on specific, actionable strategies, you can set your startup on the path to success.
Moving Beyond Personas
Many marketers begin with creating personas. For example, just to name a few:
The Professional –
professionals like executives, entrepreneurs, consultants or specialists within the industry vertical.
The Family Person–
Many marketers begin with creating personas. For example, just to name a few:
The Millennial – A huge generational force.
These conceptual ideas fail to provide the specificity needed for effective marketing. Instead of relying on these vague personas, focus on identifying actual people who match your target audience. Build a specific prospect list using tools like Excel or Google.
For example, target Sarah James, the Director of Sales at a company with $5 million to $10 million in revenue. By targeting specific individuals, you can address their specific objections and refine your marketing based on real feedback.
Specificity in Messaging
High-level, broad messaging like “save time and money” is too vague and undifferentiated. Instead, use specific, concrete benefits. For example, a hypothetical no-code website builder that can create fully functional e-commerce websites:
Vague:
“Create powerful e-commerce sites without technical skills.”Specific:
“Launch a fully functional online store in under 1 hour using our non-tech friendly drag-and-drop website builder. Save Time – Save Money”
It’s easier for someone to go from a conceptual thought to buying the product if they can see the concrete benefits. Being specific also helps you to identify and address objections people may have, such as concerns about complexity, flexibility, security, maintenance, and post-launch support.
Importance of Case Studies
One of the most powerful ways to showcase your value is through case studies. While it may be tempting to list all the features and benefits in your case studies, focus on a single feature and how it helped your customers. Customers are more convinced by seeing real examples of how your solution specifically transformed an actual business.
For example, Rich Dad Poor Dad – a bestselling personal finance book built entirely around fabricated “dads” that conveyed life-changing money lessons. Even if fictional, the memorable tales drove home the message in a highly effective and specific manner. As a startup, get creative with case studies and stories to crystallize potential results in a customer’s mind in a way dry features lists never can.
Focus on One Feature in Your Marketing
One common pitfall startup marketers face is trying to showcase too many features and benefits of their product without truly understanding what resonates most with customers. Instead, hone in on just one dominant feature or use case that delivers outsized value for your target audience.
For example, if you’re selling finance software that can save costs, streamline workflows, and improve investment returns, analyze which feature is most impactful. You may find that customers consistently gain 3 times more monetary value from the investment tracking module versus other features. With that insight, you can then quantify that primary benefit in your marketing claims.
Avoiding Marketing Distractions
Startup marketing should prioritize sales over distractions. Here are some common distractions to avoid:
Prioritize sales over distractions. Here are some common distractions to avoid:
- Awareness Campaigns: While building awareness is important, direct response ads or listings on marketplaces can be more effective in driving immediate sales.
- Community Building: Focus on getting customers to buy rather than just talking about your product. Building a community can come later once you’ve established a solid customer base.
- Branding: While a strong brand is important, it shouldn’t overshadow the need to demonstrate concrete value.
- Design: Good design can enhance credibility, but it’s not the primary driver of sales.
Conclusion
Ready to transform your startup’s marketing? Start by identifying your ‘Sarah James’ today and craft a message that speaks directly to her needs. Implement these strategies and watch your startup soar!
