There's an old saying in marketing that goes...You're not selling a drill, you're selling holes.

Think about that for a minute. You're not selling a drill...you're selling holes. No one wakes up thinking "hmm, I wonder what kind of drills are available today." Instead, they wake up, get some coffee, head out to the job site and get to work drilling holes. At some point, they realize it's taking way too long to get the holes they need and decide to go buy a new drill.

They have a problem...slow holes. And they need a solution...new drill.

This is a universal law in sales and marketing. People come looking for you because they have a problem (car won't go.) The successful business is the one who solves the problem (look! New car. On sale.)

As a belly dance business owner, this law absolutely applies to you. You are not selling "belly dance," either as a teacher or performer or musician or vendor. Take a look...

1) If you're a teacher, what are you selling? Well, what are some of the problems your students hope you can solve?

Boredom? Excess weight? Midlife depression? In this case, you're selling fun, community, endorphins, calorie burning.

2) If you're a performer in the market for restaurant gigs, what problems would an owner be having?

Sluggish weeknights? Competition from a new local establishment offering live music? Then you're selling exciting entertainment for his or her patrons. And you're selling increased revenue for the restaurant.

3) If you're a vendor, what are you selling? Again, what are your customers' problems?

They can't find tops that fit. They want to hear a CD before they buy it. They need a troupe costumed by next week. You got the idea...you're selling "Larger Sizes" "Pre-Play Music" and "Speedy Delivery!"

Any kind of marketing you use, whether it's your web site, a flyer, a newsletter, a radio spot...whatever...has to do two things to be effective.

1) It has to talk directly to your prospect and clearly lay out the problem she's already thinking about.

and

2) It has to show (prove) that you have the solution to that problem.

So, how exactly do you do these two things? Stay tuned for part two...