At the Launch Conference a few months ago, I had the opportunity to sit down with New York Times bestselling author, Lysa TerKeurst and interview her about her concept of “Remarkable Marketing.” What she had to say is applicable to anyone who is trying to get their message heard.
According to Lysa, the most important thing you can do in marketing is create powerful conversations around your product or service. In other words, make your products remark-able.
How do you do this? She suggests three ways:
- Identify the felt need. The time to consider the marketing is in the concept phase. At this point, you must study your tribe and their felt needs. A felt need is either the question they are asking or the problem they want solved.
- Formulate a promise. This is the answer to their question or the solution to their need. Your job as a marketer is not to answer every question or solve every problem. You have to limit your focus to the questions and problems they have.
- Focus on your value. No one is looking to buy your products per se. Instead, they are looking to get their needs met. As marketers, that means you have to frame your product as the answer to their question or the solution to their problem.
From this three-step process comes a series of value statements. Here are a few examples from Lysa’s newest book, Unglued, which is also a New York Times bestseller:
- Know with confidence how to resolve conflict in your important relationships.
- Find peace in your most difficult relationships as you learn to be honest but kind when offended.
- Identify what type of reactor you are and how to significantly improve your communication.
- Respond with no regrets by managing your tendencies to stuff, explode, or react somewhere in between.
- Gain a deep sense of calm by responding to situations out of your control without acting out of control.
According to Lysa, these “value statements” should appear on the product, in our marketing copy, and whenever we have the opportunity to talk with our prospects.
While Lysa primarily talks about marketing a book, the principles apply to any product or service.
She goes on to talk about the importance of taking control over what you can control and not fretting over the rest. Making our products remark-able is one of the best ways to do just that.