Let me have a transparent moment with you. In the past I have gotten so caught up in looking at what other CEOs are doing and trying to mimic them. I’ve tried posting on social media 1,000 times a day, doing 100 videos a week, attending all kinds of networking events, and hosting a ton of webinars. Now that may be a little extreme but that’s what it felt like in the moment.
One thing I’ve realized is it doesn’t matter where you show up in terms of your marketing methods if your message doesn’t connect with your ideal client.
You only have one chance to tell your ideal client about the unique benefits your product or service offers. In order to do this, you have to craft the right marketing message that will grab their attention and convince them to buy.
Here are 3 key steps to crafting your compelling marketing message.
Key #1 – Know Your Audience – Learn your audience on an individual and intimate level. It is important to understand who they are and how they feel before you can sell to them. In order to do this, create an ideal client profile that includes demographic information as well as data on their values and behaviors. You need to identify the struggle they face so that you can help them overcome it with your offering. Find out where your audience hangs out online and go there to engage with them and listen to them to gain insights.
Key #2 – Discover What Sets You Apart – The market is full of products and services similar to yours that help solve the same problem that you do. Your marketing message needs to explain clearly what makes you different. This is called your unique value preposition. It shows where you fit in the market. Look at your competition to see what they offer and compare it to yours. You can also uncover your unique selling point by talking to your existing clients. Ask them why they chose you over a competitor or why they continue to buy from you. They’ll tell you what makes you special.
Key #3 – Craft Your Message – Now that you know who your ideal client is and what they like about your product or service, you can create a marketing message that emphasizes this key point. Your message should be short and clear so that anyone who glances at it will connect to it immediately. Discuss your offer in terms of how it uniquely helps your ideal client solve their problems. It should explain the results they will receive working with you. Paint a picture of what your client’s life will be like once they’re using your product or service.
Once you have your copy written, the next step is to decide where you will use it. Identify the marketing channels you will use to communicate with your ideal client – social media, website, free training, videos, email newsletters, etc. Remember to always include a call-to-action so your ideal client can engage with you which helps to establish the know-like-trust factor.
If you want to learn all about how to create the perfect marketing message that will turn your prospects into buyers, then grab your copy of The CEO Life, the #1 business playbook for ambitious CEOs. Turn to Chapter 4 to find everything you need to know about crafting a compelling marketing message.
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