What is the main reason someone should buy from you [or hire you]?
That is a question that most small businesses struggle with. And it hurts their marketing. It means they are unable to provide their prospective clients with a clear, compelling reason to buy from them.
The thing about solutions
This is why we see the word solutions used in amateur marketing all the time. Solutions is used as a way to avoid being specific. So we see confused business owners offering HR solutions, email marketing solutions, training solutions or a range of solutions, etc.
They’re telling us nothing. Their message is weak. There’s nothing to motivate us to contact them. So their marketing is largely ignored. And it loses them a fortune.
The alternative is to get specific
Determine the core value you bring to a prospective client. Then, communicate it with power and brevity.
For example, instead of saying you, “offer a range of email marketing solutions”, get specific. Tell them, “We can help you increase sales and boost your profits, with professional, proven email marketing.”
Back in the 1980’s, business owners were advised to develop an elevator pitch. The idea was to create a compelling 5 or 10 second business introduction. Commerce today, online and offline, is a series of elevator pitch-type interactions. Your prospective clients are busy. Really busy. They’re being bombarded with emails, calls, social network updates, text messages… it’s relentless.
They don’t have time for long or vague marketing messages. As such, a specific, brief and well-crafted message has never been more important or more powerful.
So get specific. Look for the core reason why a prospective client should hire you, rather than a competitor. Then, communicate that reason in a motivating, compelling and inspiring way. It’s far more effective than a generic “solution” promise or a rambling list of benefits.
Bonus: A brief, compelling marketing message is also easier for your prospective clients to remember. Plus, it will fit nicely into your social networking profiles.
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Originally posted on this blog
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