Having a Vision
The other day a dear friend and client of mine and I were
discussing the importance of a vision when it comes to marketing. And we very quickly realized that without a
vision, things can go awry very quickly.
But a vision is much more than a happy thought or wishful thinking, it
has so much more to do with actual expected outcomes.
Some of my clients approach me asking for a website, but
when I ask them what they want to achieve with the website I get a dazed and
confused look. 'So that people can find
me - of course!' Is the first response,
or 'so that people can know what I offer'.
Both answers are right in the conventional sense, but it is imperative
that you look a little deeper.
The vision in any case should not be to portray pages and
pages of information, nor should it be that it is merely stumbled upon. The vision should be to engage the audience
in your products, or educate your clients, or to supply a hassle-free convenient
online shopping experience - to save your clients money.
You see, the minute your focus shifts, suddenly the dialogue
and pictures you originally intended for the site are affected - in a positive
light! With the objective to achieve the
desired outcome or vision.
It is therefore imperative that you establish:
1.
What you are selling (a solution to their
problems? a convenience?)
2.
How much do you want to sell?
3.
Over how long?
4.
What are you willing to invest to achieve this?
(time, resources, money?)
As I always say, its time to ask yourself better
questions. Every single person on this
planet reaches a point where they decide to purchase something, with or without
your influence. And it is imperative
that you link your product to that specific feeling or moment which is achievable
through strategic visualized planning.
Until next time, Happy Marketing!
