The Sacred Art of Promotion: Why Promotion Is Necessary For Your Survival


Let’s build some common ground starting with the definition of promote. Promotion is the act of helping something or someone to exist and flourish. It is to encourage acceptance, dignity and sales through publicity, word of mouth or advertising. In other words, to promote something is give life to a thing or person for advancement and ultimately survival. Without promotion things and people would cease to exist.

When you promote your services or products, you are extending your attention out to those who need what you have. Your product and service improve the lives of those who purchase from you. This is a fair exchange – you sell something and they purchase the product. This transaction creates survival for you and your customer which is a win-win advantage.

There is an art to promoting one’s products and services. It’s something that most marketers never discuss and it happens before you promote your product or service. Before you can effectively say and show who you are, what you offer and what you can do, you must know about you.

Understand Your Why

  • Why are you here?
  • Why is your product or service of value?
  • Why is this needed?

How Do You Feel About Your Product/Service

  • Do you know your service/product has value?
  • Are you hesitant to share anything about what you offer? If so, why?
  • Do you feel there is room for improvement in what you offer? If so, when are you going to improve it?

Are You Confident In Your Ability To Produce And Deliver Your Product/Service

  • Do you have a system in place to streamline your products/services to the masses?
  • Do you have a blueprint of how to manage communication, promote your offer, handle prospects, customers, etc.
  • Do you have a plan to “stay-in-the-know” about changes in your industry and market?

Promotion done right can only cause others to think well of your product and services. When you’re well thought of and you deliver what you promise, your business and purpose will flourish. People want to know about you. They want to know how you can help improve their lives, increase their time, ease their difficulty…

Know Who You Can Help (And Who You Cannot)

  • Understand your audience’s hopes, dreams, what makes them tick and what inspires action.
  • Know what their emotional tone level is – are they generally angry, happy, sad, scared…
  • What is their educational level?
  • Who do they look up to? Who are their opinion leaders?

Handle Any Considerations You Have About Your Target Market

  • If you’re not too fond of them, why?
  • Do you feel superior in any way? If so, why?
  • In what ways do you identify with them or not?

I know this is a lot, but once you start going through the process of really understanding you, you will reap the benefits of great promotion. Ultimately, people buy because of word of mouth. When someone hears about how your product helps – they’re more likely to try it. When people read about the wins someone has had with your breakthrough service, they’re encouraged to buy.

It is of vital necessity you always promote the successes and wins of your customers AFTER they’ve bought your product or service. It’s word of mouth that encourages action. Effective promotion starts with you. Knowing who you are and what you bring to the table will create acceptance. Understanding your audience, will allow you to talk openly and honestly about how you can help them, therefore, the promotion you create and execute will be on target.

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