For any new business, marketing can be a real concern. It is likely that any budding business owner will soon be shocked by just how much time and effort go into that side of things. Nonetheless, that is the way it is, and for a very good reason. Any new business needs to effectively get its message across if it is to succeed in the long term. This is a basic rule of business which applies across the board. In certain cases, however, it can be particularly tough. We are talking here of those few businesses which are based on an altogether unheard of idea. If you are setting up a new business, and its underlying concept is unlike anything that has gone before, then you have a challenge ahead of you. Often, with completely unique ideas, it can prove difficult to communicate them properly. If yours is such a business, this is one hurdle you will have to face early, and head on.
Fortunately, there are methods and techniques for navigating this difficult territory with ease. Read on to find out just what those are. Here are some key steps towards selling that unique idea which is driving your business.
Identification & Placement
You cannot sell an idea until you know fully what it is yourself. This might sound like little more than a bald statement of fact. But the truth is, there are many business owners who have ignored this principle altogether. More often than not, such people failed at their venture. Before you even try to get your idea out there, work hard to understand it as fully as you can. This does not just mean ‘getting’ the concept itself. You also need to think about where it stands in the grand scheme of things. In other words, you need to consider its placement.
The placement of an idea is a concept familiar to anyone who has done any work in the world of branding. In the concoction of a brand image, you have to decide early where it is going to fit within the marketplace’s walls. In other words, how will it compare to others – competitors, rivals – and how will it differ? The same is true of your bold new idea. Where does it fit in the realm of business ideas? Working this out can help you get far along the overall process. It also happens to make the next step considerably easier.
Selling anything at all is, in theory, a simple process – even if it can work out differently in practice. First, you identify a need or a gap (or niche). Then, you define, identify and place yourself (or your idea) where it needs to be. And once you have those two worked out, you are in a pretty good position for the third step. At this stage, you need to identify who your target market is. This is a part of the process which is often either glossed over or ignored altogether. As such, it is worth paying particular attention to this aspect of the whole. Identifying your target market is much more than just thinking loosely about what sort of person might enjoy what you are offering. You also need to do some research. Find out as much as you can about those people. Only then can you hope to successfully sell them your idea.
Medium Of Expression
The way you explain your new idea is important for a variety of reasons. If you are trying to sell an idea which nobody has seen before, then you have a particular struggle. The same is true if your idea is complicated for people to understand. Think carefully about what medium would be best to use to get your point across clearly. When it comes to elaborate or complex ideas, video is often the best medium to use. It has a real, visceral quality to it which makes it useful for explaining things in simple terms. To ensure it is done right, consider outsourcing your Motion Graphics Design. With the right explainer video, you can probably get people on board with your idea in no time.
Test & Review
Before going out all guns blazing, it is wise to do a small test first. This might be a focus group in the classic form, or just a few friends. Whoever they are, this step is important for a few reasons. Firstly, you want to ensure that you have got the explanation right. If anybody is confused, then you need to reconsider how you are doing it. You also want to get a general consensus on the idea itself. Do people think it is worthwhile? If so, then consider following this up with a burst marketing campaign. But do ensure that your unique idea makes sense to people first.