Many times I hear businesses say they're not sure how to market their business or that their marketing doesn't seem to work for them. And many times I see posts constantly pushing sales, sales, sales, at a time when research shows that audiences don't want the hard sell.

The key to marketing is in the word itself... “MARKET”-ing.

Communicating to your market in a way they want to hear it or see it.

If it was all about pushing a product or service, it would be called product-ing or service-ing.

If it was all about telling people the features of an offer it would be called feature-ing.

If it was all about discounts or sales promotions, it would be called discount-ing or promote-ing (you may have heard those phrases before...).

To ensure your marketing activity and communications are top-notch, you need to approach it with the mindset of your "market".

You need to speak your market's language. You need to address your market's pain points. You need to communicate the way your market likes to see or hear what you are saying. You need to tell your market what's in it for them.

By switching the emphasis to your market audience not only will they recognise the language you use, but will also be able to empathise with what you are saying and realise that what you have to offer is what they need in their lives.

So take some time to step into the shoes of those who are your target market, create content that they want to see, read or listen to, and show that you stand with them, understand them, and work to help them, as opposed to just getting that sale across the line.

There’s a lot to be said for relationship building in the world these days. The stronger the bridge between your business and your market, the more likely the sale, the loyalty and the repeat business.

When you’re planning and creating marketing activity and communications for your business don’t think what’s great about ‘us’, think what does my market want; think MARKET-ing.