Your prospects are less interested in you than they are in
themselves. Their ears are tuned to hear solutions to their
problems, ways to reach their goals, and products that will
help them feel good or at least look good to their friends.
These prospective customers tune out the blah, blah, blah
about you and your company. They rarely care about “how”
you meet those needs or about how smart you are.
Benefits Not Features
So many small business people and independent
professionals tell all about their credibility, their training,
and how well they perform. But prospects don’t care. They
want to know what benefits will receive if they do business
with you.
Do those benefits solve their problems, help them reach
their goals, or make them feel good? Your PhD doesn’t stir
their hearts. In fact, it probably puts distance between you
and them if you overuse the title.
Good marketing messages are targeted to the needs and
wants of the prospects. My target audience is independent
small business people who want attract more clients. They
are frustrated because conventional marketing methods
are expensive and complicated.
So it’s important for me to know what they want and
communicate to them how I can help them get what they
want.
The same principle applies to your message. Who is your
target market? What do they crave? Tell them that you can
help them obtain what they want.
Good marketing messages do the following:
. Stir emotion
. Show confidence
. Create curiosity
You want to hit the heart by clearly defining the results
your clients receive when they work with you. Facts rarely
spur action-emotions do.
By showing confidence you establish credibility. People
like to do business with winners. Your confidence builds
theirs.
You marketing message can’t answer every question. In
fact, it should generate more of them. A curious prospect
is more likely to contact you for more information.
Where do you tell your story? You tell it on your:
. Website
. Marketing brochures
. Sales letters
. LinkedIn profile
. Other promotional materials
I challenge you to take a fresh look at your marketing
messages and tune them to the needs and interests of
your prospects.
You can do it. But if you need help, give me a call.
==============================================
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Hire David to Speak to Your Business Group or Association.
==============================================
David teaches his clients and audiences low cost, high
producing marketing methods. His Almost Free
Marketing presentations simplify the maze of marketing,
networking, and social media.
His audiences and clients come away from his
presentations with useful tips and strategies to help them
attract more referrals and sales. They learn how to make
their entire networking experience delightful for themselves
and for their contacts.
David is an award-winning speaker with hundreds of
speeches under his belt. He received the highest
communicator award from Toastmasters
International and is a member of the National Speakers
Association.
==============================================
Please Join My Online Networks
==============================================
http://www.LinkedIn.com/in/daviddeford
http://www.Twitter.com/DavidDeFord
==============================================
Partner Services I Highly Recommend
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My friend Nancy Kirk has created a great companion
to my book. “The Big Little Book of Thank You Notes”
is filled with templates for thank you notes of every
variety.
If you want to show your appreciation to colleagues,
customers, clients, networking friends, prospects, or
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Tags: business, business networking, David DeFord, marketing, referrals, sales
