Now many of you may know I do like a cake (or two) and so this explains the analogy I am using today, but if you're not a cake person don't worry - substitute 'cake' for your favourite dish or culinary creation. It will still make sense!
So here's what I see a lot... people marketing recipes: the ingredients for a cake - the step-by-step pieces you need. Which is of course helpful, as you need to know how to make a cake.
But what a cake lover is more interested in is the finished article - the moist yummy sponge and the gooey filling/chocolate chips/frosting/whipped cream/add in what makes your favourite cake just perfect here. That's what a cake lover buys - a CAKE! I get a lot more excited looking at a slice of carrot cake than I do a bag of flour, eggs, sugar, some carrots, a wooden spoon... and yet this is what I see a lot of people are 'selling' - the ingredients.
So if you have a 'list' of what you 'do' in your marketing materials, if when people ask what your business is about you reel off the 'ingredients' of what you do, then you are NOT selling a cake.
Here's an example of what my 'ingredients' looks like in my business:
- finding your 'Thing'
- marketing ideas
- business strategy
- speaking know how
- mindset focus
- visibility exercises
- choosing your 'right' media
- testing what works for your business
- working out your ideal client
- event promotion
- working out your signature system
- setting out your star plan of what to sell
There are a LOT of ingredients in my business cake. But this is NOT what I market to catch my ideal client's attention (i.e. not in the cake shop window).
This is what I market:
Being a Business Celebrity - making your marketing easy, your sales effortless and your business fun by Finding your Thing and Getting Famous for it.
Yes, I do this by combining all or some of the ingredients I have to produce that person's 'Business Celebrity' but that's not what I market.
Now while some of my ingredients can sometimes be attractive on their own, it's the overall outcome and the transformation 'cake' that people are buying. They know a cake is made up of ingredients but on their own they just aren't as yummy.
So take a look at your marketing and see if you're selling ingredients or a cake.
Cake lovers like cake remember - so get that perfect frosting for what you do that's amazing.
Want to talk more about this?