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Your Marketing Strategy on a post-it note.
Can you write your marketing strategy in one sentence. If you can’t get it on a Post-it, your team probably can’t act on it either.
I’ve been asking founders this for years and the answers fall into three rough buckets:
- Confident, specific, repeatable — “We help [X type of business] do [specific outcome] through [specific channel]”
- Vague — “We do digital marketing for SMEs”
- Honest — “I don’t actually have one written down”
No judgement on bucket 3. Most founder-led businesses I work with sit there at some point. The interesting question is whether anyone in the team could write the same Post-it if you asked them separately.
Drop yours in the comments. Steal shamelessly from each other.
And if you’d rather talk it through: I’m running Growth Engine Office Hours every Thursday at 10:00am — 30 minutes, drop in with your Post-it, your scorecard results, or anything else marketing-related you’re chewing on. Open to all members, no agenda needed.
(If this is the kind of thing that’s useful, I post weekly prompts and resources like this inside The Growth Engine circle. We’re working through the seven stages of building marketing that actually brings customers in.)
— Sandip
Stuart Morrison, Janica Rekola and Josephine Rowe7 Comments-
As a new business we are struggling big time with honing in on our ‘post-it note’ description of what it is we’re offering. After an initial consultation the customer gets it but that killer phrase that really makes the point?.. we don’t have one…yet.
Great post – you’re so right – its important. I appreciate knowing straight away what businesses are offering and how they go about it in one simple sentence. You’ve really got me focused on this so thank you – I’m going to have a little think!
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@JoRoweOffice come back and give us the shortlist! 🙂
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Josephine, that’s a really common pattern and, honestly, the gap between “I can explain it in 20 minutes” and “I can say it in one sentence” is usually where the real work sits. And it’s more about being honest with yourself about who you’re best for and what specifically shifts for them rather than any cutsie copywriting.
If you want to think it through out loud, Thursday Office Hours at 10am (https://meet.google.com/wwk-zdgj-eke) would be a good place to bring it. I’d be happy to spend 15 minutes on it with you if no one else shows up, or as a group exercise if others have the same question.
— Sandip1 -
Great post @Sandip It took me awhile and since i have been in process of changing my business model i think i have finally found it
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@Janica R Going through a business model change is exactly when the Post-it gets hard, because everything’s in flux and you’re rewriting the sentence as you go. The fact you think you’ve landed it is a good sign.
Go on then, what’s the sentence? Drop it here if you’re happy to. If it immediately lands with us cold, it’ll land with a prospect.
— Sandip
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We help a growing business build a more neuroinclusive workplace through lived experienced training and workshops.
I think that sums up the BusinessOddcast.com
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@stu Love it! Nailed the WHO, WHAT and HOW in one succinct sentence 💪
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