Do you wish your marketing materials were "pulling" clients towards you? Do you wish you could turn more prospects into clients? Do you wonder if your website copy is speaking to your ideal clients? If you answered "yes" to these questions, then you are going to want to spend some time focusing on your marketing message. Having a compelling marketing message is the entire foundation for your ability to attract new clients.
What's a compelling marketing message? It is a way of describing your business in your website copy, in your marketing materials, or on your business card, that when an ideal client sees, hears or reads about you, they will say, "Oh my gosh, I need to work with this person". Or, "Wow, you are exactly what I need, can I get a card?"
Have you ever come across a person's website where it felt like they were talking directly to you? That it described your pain, struggles and challenges to a "t"-and was so on target-it almost made you cry? I certainly have and then I said to myself, "I must work with that person, because they understand me EXACTLY and can solve my problems".
When you can get your clients to self-select and self recognize that you are the person, the ONLY person who can help them solve their problems then you have created a compelling marketing message! People must be able to recognize themselves in your message so they will say, "Oh my gosh, I've GOT to work with her/him".
What are the mistakes your clients are making? Can you describe the mistakes your clients are making? These may be the ones they aren't even aware they are making. Write down the top 20 mistakes your clients are making. This is where you can start to develop messages from this list. I'll guarantee most of your competitor's marketing messages are about themselves and the features they offer to their clients. By creating messages that incorporate the mistakes your ideal clients are making, you are talking about them-your clients rather than about yourself.
Next, you need to get clear on what results they receive when they work with you. Write these down-because it's all about RESULTS. You want to get really specific about what results you get for people. Look back at clients you worked with in the past and identify what results they got from working with you. Or call a couple of your best current clients and let them know you are updating your marketing materials and want to get more great clients like them. Ask them what results they've gotten from working with you.
One of the mistakes that entrepreneurs make when they look for more clients is to tell people about what they think they do, instead of telling them about the RESULTS they will receive by working with them. Many times, business owners make the mistake of describing "what" they do rather then leading with the solution that they provide.
After you've interviewed current or past clients and come up with a list of results you've provided, you can then begin to create your marketing messages based on the results and solutions that your current clients say you provide. Be sure to write these in the language that your ideal clients used. Don't try to use jargon, or turn it into "prettier" language. If you want to attract more fabulous clients like the ones you interviewed-use their language verbatim!
I challenge you to take a look at your current marketing materials and website and ask yourself: Are your messages all about you and your services, or are they about your client or customers? Because in order to attract clients...it's got to be about them!
Mandy Schumaker, President of Higher Performing People, is a former sales and management executive in the newspaper industry, who has extensive experience in executive coaching, leadership development, sales and marketing, facilitation and team building. She has a gift for helping executives and entrepreneurs maintain their focus and hold themselves and others accountable, which in turn helps them to become more effective, productive leaders. Mandy can be reached at www.mandyschumaker.com or 207-653-6977
By- Mandy Schumaker