5 Simple Steps to Developing a Client-Attracting Marketing Message
By Victoria Player
Do you struggle to tell people exactly what you do? Do you find that you tell prospects about your business but still get very little response in return?
If that’s the case then you need to consider looking at your marketing message. Many small biz owners think they have a marketing message but in reality they don’t. It’s often the reason why they are not attracting as many paying clients as they would like.
A clear and concise marketing message speaks powerfully to the needs of your prospects and serves to catch their attention and peak their interest. It stands as the foundation for both your online and offline marketing.
Take a look at the following points to craft your own powerful marketing message: -
Step 1 – Who is Your Target Market?
If you don’t know who your clients are how do you know where to find them? This is a very common mistake. In an attempt to contact everybody you’re actually targeting nobody. And as the old marketing adage goes: "when everybody's your customer, nobody's your customer". It’s what I call ‘spraying and preying’, and it inevitably results in increased marketing cost with fewer results.
When you know exactly who your clients are you will know where to find them. You’ll also know what the best medium for communicating with them will be and what matters to them most. You will know their hot buttons and how best to communicate your message. Everything you do becomes more targeted and cuts marketing cost considerably.
When you’re clear about whom you serve it’ll immediately becomes easier both for your prospect to find you and for you to locate them. When you can communicate what makes you special it enable people to identify you as being the person to go to.
Step 2 – What Challenges Do Your Target Market Experience?
People will not enlist the help of a professional unless they have a problem that they are unable to solve for themselves. That’s a fact!
When they do decide to look for outside help people want to work with someone that has experience of dealing with their specific type of problem. They are looking for someone who can provide solutions to their challenges.
Identifying your prospects needs allows you to speak clearly about the way in which you might help them. Being able to communicate in this way, whether it’s in person or through the copy on your website and brochures, makes people feel that you know, understand and can empathise with their situation. You can then tailor your services and products to their needs and offer a solution to their specific problem.
Steps 3 – What Examples Can You Give of Those You Have Worked With?
To really get your prospects locked into what you do and the type of people you work with give them case studies of past clients. What challenges where they facing? How was that impacting their life? And what results did they achieve? Of course, for confidentiality reasons be sure not to divulge anyone’s personal details. People love a story and this will really engage and catch your prospects attention.
Step 4 – What Results or Solutions Do You Offer Your Prospects?
Think about the results clients get as a result of working with you. Be specific.
Be careful not to talk about the processes of your business or how you deliver your service or products. Focus purely on the benefits and specific results that your past clients have experienced. They are only interested in what you can do for them, not how you do it.
Step 5 – What Makes You Unique?
Identify what makes you unique? What is so special about your service or products that stand heads and shoulders above your competitors? What differentiates you from the other businesses out there?
This isn’t about blowing your own trumpet. What you are trying to do here is give your prospects the information they need to make a well-informed buying decision. They need to know exactly what separates you from your competitors.
Conclusion
The key with developing your marketing message is to make it compelling and believable. It’s about providing information, ideas, value and proof that you can help your prospects. By delivering an irresistible message you are engaging your prospects in a way that will catch their attention and have them approach you to find out more.
Once you have developed your marketing message it should be woven into everything you do, from the copy on your website, the things you say at networking events, within your flyers and brochures and even on your business card.
So, what message are you going to communicate to peak your prospects attention?
WANT TO USE THIS ARTICLE IN YOUR E-NEWSLETTER, BLOG OR WEBSITE? Go ahead.
Please feel free to do so but ensure that you reproduce the article exactly as it appears here and include the following resource box in full:-
ABOUT THE AUTHOR:
Victoria Player works with coaches and other women entrepreneurs to reach MORE people, change MORE lives and create a better lifestyle for themselves and others by utilising email, information products and the Internet. To get your FREE audio training program packed full of practical how-to business building advice, visit www.VictoriaPlayer.com