What’s your compelling message?
This month, I began working with the advisors at a national financial institution under an exclusive agreement which limits my ability to take on new financial advisor clients. I will be finishing up my work with current advisor clients and will not be taking on new advisors.
I will continue to work with CEOs and professionals in other fields (attorneys, consultants, coaches, etc.) And my e-letters will return to their motivational and business advice roots.
While my regular one-on-one clients are generally entrepreneur-CEOs of companies that have grown well past the $1 million earnings mark, I have partnered with a couple of incredible business consultants to create online learning centers for businesses that are either just starting or established but generating less than $1 million annually: our Business Leadership Training Center and our Business Startup Training Center.
Today’s article is aimed at these smaller businesses and professionals, who often spend most of their time trying to find and convert new customers and clients…
Does Your Marketing Grab Your Prospects’ Attention?
Do your marketing messages compel your prospects to buy what you sell? Do they tap into their basic emotions? Are you leveraging the fact that most prospects buy on emotion and only then justify their purchase with logic?
Your marketing must convince your prospects that you offer “extraordinary value,” and resonate with them emotionally.
Simply telling them that you’re the best at what you do, or that you give the best service or care about them won’t work. You can’t just say you’re trustworthy, reliable and exceptional. That’s the same thing your competition says. Prospects won’t believe you. Instead, you must find a compelling way to educate them as to why you’re trustworthy, reliable and exceptional.
To consistently attract more clients to your business…and to effectively convert prospects into clients… it’s critical that you create a series of short, clear and concise messages that compel your prospects to instantly want to know more. These short messages must focus on the benefits your business provides to them, and on the value you provide that your competition doesn’t. Here’s an example:
“I help confused and frustrated guys find that perfect discounted diamond that has the highest quality, the lowest price and is backed up with the boldest customer protection guarantee in the industry.”
Compelling messages about what you do and the value you provide will have prospects seeking you out for additional information. They’ll be”pre-qualified.”
Find a compelling message that resonates with new prospects. When you have something that works, it can be incorporated into scripts that you or your staff can use to convert those into paying clients.
Effective marketing is the key to small business success, and the small business owner who learns how to do it will dominate his or her industry.
If you’d like to learn more about this and other topics addressed in our inexpensive, powerful online training, take a Test Drive at http://businessleadershiptrainingcenter.com/guidedtour
And always keep REACHING…