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Episode Info: For the past couple of weeks, I’ve talked about creating a marketing strategy for your business.  So far I’ve covered 3 steps to creating a marketing plan and identifying what problem your business solves. Today we are going to talk about what question your business answers.  This is related to the types of problems your business solves but it is broader and covers more of the educational aspects. So, for example, if you have a plumbing business and you are trying to think of topics to include in your content strategy, you can talk about the types of services you offer, the problems that you solve.  This is all information that a potential customer might need to know to understand why your service is the best choice for them. Speaking about plumbing, I was just reading about the situation in Flint, Michigan and their water supply.  I think almost everyone is aware that in 2014,[1] there were dangerous levels of lead[2] found in the tap water.  There were several things that played a role leading to this: the switching of the water source, the lack of treatment of the water, and the old lead pipes going to the homes themselves that the water leached from.  Part of the challenge for government officials was explaining the factors and the problems involved because citizens had to be part of the solution. Marketing Tips Straight to Your Inbox Success! First Name Last Name Email Sign Up now The more complex the product or service you offer, the more important it is to explain the issues related to your industry. The choices are: explain what you do or be prepared to compete on price alone. There is no other alternative.  Fortunately, businesses are able to communicate this information easily through content marketing.  This includes articles, informative images, videos, and audio. The more complex the product or service you offer, the more important it is to explain the issues related to your industry. The choices are: explain what you do or be prepared to compete on price alone. There is no other alternative.  Fortunately, businesses are able to communicate this information easily through content marketing.  This includes articles, informative images, videos, and audio. The best way to determine what those questions are is simply by paying attention to the questions you are asked. Keep a notebook of questions that come up during phone calls or conversations with customers.  What are the things that you tell people over and over again? I have a lot of articles related to domain registrations, not because I focus on selling registrations, but because that is something that has come up freq...
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