Creating good marketing is like both an art and a science. I have compiled a list of 11 key points that should be included in all of your marketing whether it is a business card or a full marketing campaign. This is a 2-part blog posts. Part 1 will list the first five points and part 2 will list the remaining six points.
1. Focus on the solution or benefit you provide to your ideal client – Too often marketing simply list product or service features. Don’t make your ideal client work that hard to figure out how your product or service can help them. Tell them straight out the benefits of working with you and be specific. Know what your ideal client really wants to buy. What is their personal motivation?Your product or service is just a springboard to that satisfaction. It is easier to sell your ideal client on what they want versus trying to sell them what you think they want. Remember the reasons people buy: make or save money, save time, avoid effort, gain confidence, become more organized and time efficient, attain better health, escape physical pain, gain praise and recognition or increase influence.
2. Have a clear message – Make sure your message is simple and clear and not buried in too much information. What do you do – help them lose weight, attract more clients, leverage social media, etc.? Get to the point. Your message should be simple and clear without a lot of big words that your ideal client won’t understand. Remember to clearly state What’s In It For Me (WIIFM)?
3. Focus on one, specific group of people (your ideal client) – Who are you talking and marketing to? Is it small business owners, women executives that make over $100,000, sales professionals, etc.? Make sure your marketing is targeted to your ideal client – it’s the only way to make sure you are addressing their needs, speaking their language and connecting with them. Therefore, in order to speak their language you have to know who they are and what they need. Remember one message DOES NOT fit all.
4. Feature Your Unique Selling Proposition (USP) – Your USP is the ONE thing that sets you apart from every other product or service your ideal client could possibly buy to fulfill the same need. It better come across loud and clear in everything you do. What is the one thing that makes you different? You must not only give your ideal client a reason to buy your product or service, but reasons for buying it from YOU.
5. Write your marketing message to relate and emotionally connect with your client – If you want your message to resonate with your ideal clients, make sure it speaks to them, both in content and in the tone and language you use. Establish an emotional connection with them. Relate to their pain paints or the areas that they need the most help with. You have to use the words that your ideal clients say in their daily conversations so they will resonate with your message. Don’t use language that speaks above or beneath them speak directly to them. Use pieces of your personal story to help establish a heart connection as well as use the words that they say.
You have to stimulate the emotions of your ideal client. Never overlook powerful emotions like security, safety, acceptance, fear, longing, etc. This is even true in business-to-business sales. People often buy on the promise of emotional satisfaction, and justify it with logical reasons.
TIP – Before you craft a message send a survey to your ideal client to find out what they are having challenges with and what they need the most help with. Use the words that they give you in your marketing message. This will ensure that you are tapping into the right emotions of your ideal client.
T. Renee’ Smith, is the President & CEO of iSuccess Consulting, Inc. which executes growth strategies for small business owners to win business to business (B2B) and corporate contracts without sacrificing their personal lives. To learn more please visit www.isuccessconsulting.com and www.treneesmith.com.