Marketing your services is challenging because prospects need to understand your business before they will decide to be your clients. This is a difficult question for many business owners. If you’re able to understand your target market well, it doesn’t have to be complicated. Below is a list that will help you to understand what your target market wants to know about your company. These are in the order that prospects most like to see them.
1. They should know that you are experienced in solving similar problems to theirs.
Your marketing writing and website writing must convince them quickly that you are an expert in solving their problems. This is what will make your prospects curious about your business. However, this does not mean you should boast about your qualifications in your marketing writing. Contrary to popular belief. Begin your business materials by illustrating their situation and the problem they are trying to solve. Show your understanding and awareness by providing details that they can relate to.
2. They must know they will be able to benefit from your services in the way they desire.
It is essential that you clearly communicate the benefits of working together. Your target market must want the help that you have to offer. Prospects won’t buy if you don’t make clear the benefits. They don’t know what they will get from working with you. Worse, they are unsure what benefits you would offer them. They don’t get the mental image they need to hire you. They are only ambivalent about your business and you.
3. They must know you can deliver on your promises.
Once you’ve promised them the benefits that they want, they must believe you can deliver those benefits. They must see that you have helped many people with similar problems. Your past experiences should directly relate to solving their problems. They need to be reassured that they will get the results they expect if they hire you.
4. They must be able to explain how your services work.
Your prospects must feel confident that you can clearly explain the process so that they are able to understand what happens if they purchase your services. They want to think that they can take the time and are willing to do whatever it takes. They want to feel confident about the order of events and know when they will happen. They want to feel sure that they will understand all aspects of your services and won’t be surprised.
5. They must feel they can trust you.
Prospects must feel comfortable with you and be able to imagine working with you for a long time. They desire to have a pleasant, enjoyable, and even joyful engagement. They must feel a certain level of attraction to your personality and work style.
6. They should be able to afford your services.
The price will become relevant once they have answered the five questions above. They must know they can afford to work alongside you and won’t be in a difficult financial situation. They need to be able to pay as they go or find ways around cost.
These six questions will help you provide the information your prospects need in order to be clients. Keep your language prospect-centric and avoid using marketing language that is too focused on “look at me.” You’ll help your prospects to identify with you and convert more clients.
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.
