It could be that your marketing message is unclear, and you’re having difficulty selling your services. If a prospect is not able to understand your business and your marketing messages, it could be because they don’t “get” your news. The candidate may not be able to understand your business and what it does. Your marketing message may not be apparent or focused enough, or there are too many competing messages. This could lead to a failure to communicate. Let’s take a look at how you can share your message clearly in all of your marketing communications.
1. What are you most proud of?
Choose one area that you are the provider for this type of service. What is your specialization? What market niche or segment are you looking to target? Who are you most proud to help? What problems are you trying to solve, and what solutions are you looking for? How do you want someone to describe your business? What are you looking for in a business description? You might be more focused if you have done many services before. If you’re doing all kinds of things, it will be difficult for your target market to identify you as the master of everything.
2. Write a sentence that captures your marketing message of seven to ten words.
What would you write if you had to describe your business in a single sentence? You should include your target market, the problem you solve, as well as the solution. This is one of those “assignments” which is much more complicated than it seems at first. Many of us believe that we can’t describe our business in less than one paragraph. While we can go on for hours, adding more words to our business description, it is not enough to grab and hold the attention of our target audience. This exercise forces you to be sparing with words. Each concept becomes crucial. Eliminate all unnecessary information to get to the heart of your marketing message.
3. What is it that sets your business apart from the rest?
What makes you stand out from other providers of similar services? Your target market should know what you offer that is different from your competitors. It could be your unique skills or background. This could be related to the quality of your work. Your marketing copy should highlight the ways your job is better than your competitors. It should be easy for prospects to find out. They don’t have to analyze all your competitors in order to see how you are different. Tell them what makes you different from your competitors.
4. How can you convince your prospects to become clients?
These “sales pitches” often include your most influential language. These statements have been refined and have proven successful in the past. How can these conversations be translated into your marketing message? These statements could you be included in your marketing messages? It is essential to take the time to examine what is most effective about your sales language in closing a sale. There are likely to be a number of statements that highlight the benefits that clients receive. All that information should be captured in writing.
5. How can you focus your business more effectively?
How can you narrow your focus on one core business if your business offers too many services? Prospects must be able to identify your business clearly to avoid confusion. Because they are more knowledgeable, they will choose a service provider that is a specialist. How can you highlight your expertise in this area in your marketing? You’ll be less successful than those who are specialists and can do many different activities if you’re a generalist.
Your marketing messages should be clear. Your target market prospects should be able to recognize your business and know what it is all about. You need to improve your marketing message if this isn’t happening.
Suzi Elton offers business writing services that bring targeted prospects to your business and turn them into clients. Elton is also a Robert Middleton Certified Marketing Coach and professional writer. You can get a series of eight free assessments from her website to help you analyze your site.
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