Visibility Sells - Jo dikhta hai, wo bikta hai

There’s a popular saying in Hindi: Jo dikhta hai, wo bikta hai. Translated, it means, "What's seen gets sold." Or, simply put: the more the publicity, the better the popularity and sales.

While this may sound like common sense, many entrepreneurs overlook its importance. A great product alone doesn’t guarantee success—unless it’s marketed effectively. Without a solid Go-To-Market (GTM) strategy, your chances of success diminish significantly.

Here are three essential marketing lessons every entrepreneur must consider:

1. Who Is My Customer?

Not everyone is your customer, and thinking so can waste your time and resources. To succeed, you need to narrow your focus.

Example:

If you’re selling eco-friendly water bottles, your customers might include environmentally conscious millennials, fitness enthusiasts, or office-goers. They probably won’t include those who prefer disposable plastics or bulk buyers of regular bottles.

What to do: Create a list of potential customer groups—like students, homemakers, small business owners, or wholesalers. Refine this list by eliminating groups that aren’t a fit for your product.

2. Where Can I Find My Customers?

Once you know your audience, identify where they are most likely to be found.

Example:

For a new D2C skincare brand targeting young professionals, Instagram might be your goldmine. For a B2B tool manufacturer, trade exhibitions or LinkedIn groups could be more effective.

What to do: Explore various platforms where your audience is concentrated:

- Online: Facebook groups, Instagram, LinkedIn, online marketplaces, or niche directories.

- Offline: Trade fairs, local markets, or professional associations.

Then, decide how to reach them—whether through email campaigns, WhatsApp messages, social media ads, podcasts, or seminars.

3. What Should I Communicate?

It’s not enough to find your customers—you must impress and convince them. And this doesn’t mean bombarding them with every feature of your product. Instead, focus on the value your product adds to their life or business.

Example:

If you’re selling accounting software to small businesses, your message might be: “Save 20 hours a month on bookkeeping!” rather than listing every feature of the software.

Remember the golden rule: “Sell the Sizzle, Not the Steak.” This means selling benefits and outcomes, not just features. Tell your customers how your product solves their problems, increases their sales, or saves them time and money.

Consumer or B2B: Tailor Your Strategy

These marketing fundamentals apply to all types of businesses, but they’re especially crucial in the B2B space. Why? Because B2B customers are seasoned professionals who demand logical, well-reasoned value propositions.

Case Study:

A packaging startup targeting wholesalers used email marketing to highlight how their eco-friendly packaging could reduce costs by 15%. They didn’t just mention “durable and green materials”; they focused on how switching to their products could boost margins. This clarity helped them secure major contracts.

Ready to Enter the B2B Market?

If you’re planning to target B2B customers, preparation is key. At Vanik.com, we’ve been helping entrepreneurs for over 17 years. Our platform offers:

- Blogs, videos, and quizzes to sharpen your skills.

- Business proposal formats and model agreements.

- Practical advice for approaching distributors, wholesalers, or retailers.

Take the first step toward building a successful business by learning from experts. Visit Vanik.com and get ready to scale with confidence!

Got questions? Feel free to reach out—we’re here to help!