Do you have a marketing message that grabs your prospects attention?As business owners we all need a strong marketing message that grabs the attention of a prospect. Without a marketing message that grabs a prospect’s attention it is almost impossible to build a relationship that could lead them to using our services or products.
This begs the question, what does a strong, attention grabbing marketing message looks like? There are four questions/criteria to consider when developing your marketing message:
1. Is this message for me?
Your marketing message must clearly state who you work with. By clearly stating who you work with it is easy for your target market to identify themselves. They must be able to say “this marketing message is for people like me.”
Look at the following two marketing messages and it is clear that the second message leaves no doubt who I work with:
a. I work with businesses that are struggling to....
b. I work with Dentists and Optometrists who are serious and ready to…..
When you start developing your marketing message make sure you identify your target market or ideal client clearly. When they hear your marketing message they must be able to say: he/she works with people like me.
2. Why do I need this service?
Why will a prospect need you if they are not experiencing a problem, issue or challenge that your services or products could fix? What is not working for them now, or could be working better? What’s your target market struggling with? In other words, your marketing message must clearly state the problem, issue, or challenge that your services or products will solve for them.
Look at the following marketing message and how it identifies the target market’s challenge:
“I work with CPAs and Attorneys who struggle to consistently attract more well-paying clients.”
If you are a CPA or an Attorney and you’re in the market for more well-paying clients, will you stop to ask more questions? Did this message grab your attention?
3. What do I get from this service?Think solution, solution, solution! A good marketing message always let the prospect know the solution or outcome they will receive. What are the actual results your prospect will be left with when they use your services or products? What result will make them a satisfied client?
Let’s take the above marketing message and add a solution component to it:
“I work with CPAs and Attorneys who struggle to attract more well-paying clients. I help them to put in place marketing strategies that secure a consistent flow of new, affluent prospects.
If this is the solution that my prospect is looking for, don’t you agree that now I have his or her attention, interest and desire for my services or products? Will you agree that they are close to taking action?
4. Does this service really work?
The last part of your marketing message is to tell your prospect how your services or products benefited a similar client. The best way to do this is through a success story. Yes, tell them a story of another client that experienced a similar problem and how your solution gave them the outcome they were looking for.
Robert Middleton refers to this as the “Language of Marketing” or “Marketing Syntax.” You now have a language that you can use to communicate effectively about your services and products. Should you need help, do not hesitate to contact us. Let’s make sure you have a strong, attention grabbing marketing message.
Jaco Grobbelaar, owner of BroadVision Marketing, helps business owners and business professionals put marketing strategies in place that consistently secure new clients. He can be reached at jaco@broadvisionmarketing.com or 707.799.1238. You can “Like” him at www.facebook.com/broadvisionmarketing or connect with him on www.linkedin.com/in/JacoGrobbelaar.
