Stop putting the blame on marketing

Welcome to The Advantage Playbook. Each week, we share one big idea you can implement for your small business, along with a curated roundup of resources to help you level up your marketing game.

This Week’s Big Idea: Finding Your Root Cause

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We stumbled upon an integral question this week:

"What part of your problem is so fundamental, and so critical, that nothing else will matter until you solve it?"

And honestly, it stopped us in our tracks.

Last week, we talked about the importance of customer personas in shaping your marketing communications (read here). But let’s dive a little deeper.

Many small business owners we speak to want help growing their businesses. Their first assumption on what's holding them back is usually: “Oh, not enough people know we exist.” While that could be true, it’s often just a symptom of something bigger—like a product or service that’s not hitting the mark.

Here’s the hard truth: it’s really hard to market something no one wants to buy. And not because you’re not working hard enough, but because the offering might not meet a need, solve a problem, or resonate with your audience.

So, how do you dig deeper and find the root cause?

Here are three areas to focus on this week that can help you uncover the answers:

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1. Product-Market Fit: Are you solving a real problem?

Ask yourself: Am I addressing a genuine need or frustration for my customers?

Dive back into your customer personas worksheet and check:

• Are you crystal clear on what your audience truly values?
• Does your offering align with their most pressing needs?

2. Unique Selling Proposition (USP): Why should customers choose you?

Ask yourself: What’s stopping my ideal customer from picking me over a competitor?

• What makes your product or service unique?
• What’s your “special sauce” that they can’t get anywhere else?

If you’re unsure, your messaging might need refinement to clearly communicate your value.

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3. Business Alignment: Are your efforts focused on what matters most?

Ask yourself: Am I being intentional with my time and focusing on areas of potential growth?

For example:

• You might be pouring 20+ hours into social media marketing, but if your packaging is causing products to leak during shipping, that’s a bigger issue to fix first.
• Are you balancing short-term fixes with long-term improvements?

Did this spark an aha moment for you? Hit reply and share your newfound insight—we’d love to hear what you uncovered!

📚Bridge The Knowledge Gap

• Supercharge your businesses through trade shows and tips for your next pop-up – Watch Here​
• 17 Marketing Strategy Examples to Inspire Your Business – Read Here​
• Retail Readiness Training Program with Walmart and Watson Institute - Apply Here | Applications due January 26.

🎓 Free Workshops & Webinars

• Brand Positioning Workshop | January 22 | 12 PM EST - Sign Up Here​
• Building Your Brand: How Your Small Business Can Stand Out in the Market | January 22 | 1:30 PM EST - Sign Up Here​
• Mastering Social Media Marketing | February 11 | 10 AM | Sign Up Here​

💰 Free Shmoney–Grants & Funding

• ​Amber Grants: $10,000 awarded monthly to women-owned businesses in the U.S. or Canada.
• ​Hustler's MicroGrant: Up to $1,000 for small businesses across the U.S.
• ​Start Small Think Big: Offers free business services—check if you qualify!
• ​Wish Local Empowerment Program: Offering up to $2,000 for black-owned brick-and-mortar businesses. Rolling Applications.
• ​Athene Black & Brown Business Summit Pitch Competition Application: Athene Black & Brown Business Summit on April 16-17 at the Sheraton Hotel in Des Moines, Iowa for a chance to win thousands of dollars. Applications due January 31.
• ​EmpowHer Grants: Awarding up to $25,000 to female entrepreneurs who put social impact front and center in their business products or practices. Applications due February 15.

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Thank you for reading! If you found value in this newsletter, please share it with other small business owners—they can subscribe here.

About The Advantage Playbook: You are receiving this email because you subscribed to AD-IN's weekly newsletter. Each Tuesday, we share one big idea for your small business, along with a curated roundup of resources to help you stay on top of your marketing game.