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Episode 122

Marketing Realities

Uncovering Needs and Building Value

In this episode, you’ll learn about essential topics: marketing, understanding customer needs, and the pervasive myth of passive income.

Uncovering Needs in Marketing

In business, it is imperative to know what your customers genuinely require, rather than simply providing what they want. I once worked with a client who believed they needed assistance with their podcast. Looking closer, it was evident that their need was actually related to lead generation. This is just one example of how important it is to have a team of diverse perspectives working with you to identify your needs and help you make informed purchasing decisions.

The Power of Asking “Why”

When you dive deep into customer needs and can understand their underlying motive, you can create more empathetic and meaningful solutions. In my book, Masterful Marketing, co-written by Alan Weiss, I share the necessity of engaging in open-ended questioning in order to gain an enhanced understanding of your customer base. The act of asking “why” leads to a more comprehensive grasp of their requirements, allowing your business to offer tailored and impactful solutions.

The Myth of Passive Income

I want to address the misconception around passive income and get-rich-quick schemes. The notion that passive income requires no effort or investment is a misperception. Whether you’re considering real estate investments or creating sales funnels, these ventures demand dedicated effort. Approach these proposals with a critical mind and withhold from subscribing to the misconception of effortless income. The path to sustainable success requires you to have a profound understanding of your business and an acknowledgment of the effort required.

Success in marketing and business growth depends on your deep understanding of your customer’s needs, asking the right questions, and your ability to critically look at propositions that come your way. 

What’s in This Episode

  • Importance of understanding that what people want may not be what they need
  • The power of asking why questions in understanding buyer’s needs
  • The value of gathering information behind buyers’ needs to present relevant solutions
  • The misconception surrounding passive income

What To Do Next

  1. Join Thought Readers and connect with other like-minded entrepreneurs in this popular book club for business owners.
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  3. Join the conversation on Instagram, Facebook, or LinkedIn and share your insights from the show.

Up Next

Next week in episode 123, we start a new season of She Talks Business to kick off the fall!

Books Mentioned in This Episode

Marketing Realities

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Lisa Larter

Founder and CEO of the Lisa Larter Group, master strategist, author, speaker, podcast host, social media expert, consultant, and business coach. Lisa inspires entrepreneurs and business owners to see the possibilities for their organizations when it comes to strategy. She uncomplicates modern marketing and creates (and implements) strategies for businesses that are guaranteed to increase visibility, inbound leads, and revenue.

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