Marketing "MIATA"

by Krista Dunk

Marketing isn't always an easy task, and most of us need some help. I've made many marketing mistakes myself in the past! However, I have learned a few important tips lately. When it comes to marketing your business and services, think MIATA - Make It About Them Always. Focus on your potential clients rather than making your marketing and promotional materials all about you, or what you do.

Honestly, most people don't care that much about what you do. But, they do care about what they want or need right now. If your business solves a problem for them or meets their need, by all means promote that fact! When you take that approach, your customers will be more likely to investigate what you have to say.

Even in networking situations this can be achieved. Look at these two answer options when someone asks, "So, what do you do?"

1. "I am a sales rep for Fluffy Bunny Software, and I work with independent preschools." (Boring)
2. "I help busy preschool teachers with software that opens the imaginations and ignites the reading skills of their students." (Catchy for parents of preschoolers and teachers)

Marketing letter:

1. "I offer payroll services, monthly bookkeeping, tax tips and business forms for small businesses." (Yippee)
2. "I partner with small business owners by eliminating the burden of bookkeeping, tax prep and payroll while keeping it in trustworthy, experienced hands." (This appeals to me!)

Promoting a service:

1. "Learn about healthy eating for your whole family and positive self-care habits." (Do they need this? Yes. Do they want this? Not really.)
2. "Come see how you can loose weight, have less medical expenses, make simple healthy lifestyle changes, and prevent disease." (They want this!)

Many of you know this already, but it serves as a great reminder for us. From your elevator pitch to your website, brochures to ads, keep MIATA in mind. Focus on what they want, and how your service meets that need. Also, use wording that describes their greatest wants, not their greatest needs. For example, does someone want to loose weight? Yes. Do they want to change their eating habits? No. Will loosing weight require a change in eating habits? Yes, and you know this as the expert who can help them, but it does not appeal to them.

So, in conclusion, discuss their "want," as that is what will catch their eye. Also, don't fill your precious marketing space with info about you; "I can...me, me, me." Show that what you have to offer is all about them!