People really don’t care about hearing about you. You must make them see how you can benefit them. Remember WIIFM – What’s in it for me?
You really need to sneak your way into your customers’ head and speak to their needs, their wants, their wishes, their dreams, their fears, their desires.
You must then offer them benefits, and show them how your products and services can help solve their problems, achieve results they only dreamt about, take away pain that they might have been feeling in a particular area.
Another problem in most advertising is that people are selling the wrong things when they should be selling benefits.
Most people simply talk about features of their products and services, eg. Comes in an elegant box, Has 100 moving parts, Handmade by craftsmen. All these features do very little to sell.
You really have to show your customers how all …
There are two major benefits in developing the USP. First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.
There are several questions to ask about your business to determine a USP:
- What is unique about your business or brand vs. direct competitors? You’ll probably find a whole list of things that set you apart; the next questions will help you decide which of these to focus on.
- Which of these factors are most important to the buyers and end users of your business or brand?
- Which of these factors are not easily imitated by competitors?
- Which of these factors can be easily communicated and understood by buyers or end users?
- Can you construct a memorable message (USP) of these unique, meaningful qualities about your
Adapt to Your Customers and Become a Specialist
As you work with a lot of customers and prospects in a narrowly defined market, you gain special insight into how they think and what they need. You will be able to communicate with them as in “insider” using their own special vocabulary and style.
Prospects and customers will think of you as being “one of us” …a specialist who caters to their unique needs. They will want to do business with you because you understand their special situation and know exactly what they need.
As a specialist you also eliminate much of your competition …even if their prices are lower. Most customers will pay a little more to buy from a specialist so they can avoid the risk of doing business with a competitor who has little or no understanding of their special needs.
Bonus: When you deliver results as a …
Define your prospects and specialty area
- Define the target market
- Define the biggest problems that your client is having
The first step that you should implement is to decide who your prospects are. This comes back to your original marketing plan and financial modeling. Those with established businesses will have a good understanding of who their prospects are, those that are starting a business should think long and hard at the outset of who they are trying to attract.
Try not to attract people that you can’t convert to a profitable assignment. Think about your end goal, your billing rates and the number of clients you need.
Then you need to get inside the mind of your prospect. Work out every step of their day to day routine, keeping in mind your product or service that your offering might be “the solution” to their problem.
Develop your lead generation material
The shift starts with the arts
Roy described how music and art is the first indication that ´times they are a changing´. Typically music precedes this social shift before the whole idea goes mainstream. If you think about it, looking at music and the arts is a reasonable indicator of what people think. I´m not talking about the reaction to one hit wonders, but the general trends. Why does everyone suddenly get the same kind of groove, coast to coast, continent to continent?
I remember reading a CaveChat (bulletin board) thread from 5000BC 2 a few months back where one post compared Eminem to Elvis. I thought it was a strange comparison at the time because it was not explained in the context Roy described. I now understand that it wasn’t that these icons were comparable as artists; it was that they are comparable in the shift they reflected in …
Now let’s look at other organizations you, your business and, of course, your community can benefit from by your involvement, but not in that order.
Service Clubs: There are three major service clubs that come to mind, and I’m sure you are familiar with them to some degree already: Rotary International, Kiwanis International and Lions International.
However, don’t just run off and join the largest club in your area just because it’s the one that gets the most media coverage. As a matter of fact, you shouldn’t be joining a service club at all for the sole purposes of promoting your business. You should be joining because it is the right thing to do. The benefits, and there will be benefits, will come indirectly.
Each of the above mentioned organizations have a main charity or area of interest as a national or worldwide project. Lions International for example is recognized …
Know what you need.
Marketing’s main job is to feed the sales force with nice, warm leads. Step one towards better marketing is to understand how much and what kind of food they need.
Using this information, you can determine how many new inquiries your marketing must generate in order for the sales team to meet their goals. For example, let’s say your annual new business revenue goal is $10M; your average deal size is $100,000; your sales people generally close 50% of the qualified opportunities presented to them; and 5% of your inquiries become qualified opportunities. A quick run around the calculator tells us that your marketing efforts need to generate 4000 leads for the sales team.
With this information in hand, marketing planning becomes much more focused. Every activity in the plan should in some way contribute to generating inquiries and developing leads. If you can’t trace a …
Another aspect of marketing is knowing how to continually reach and increase your market in the most cost effective manner possible. One way to increase reach and do so cost effectively is to find other businesses who share a similar market. These can be complimentary businesses and even competitors. What better way to get your foot in the door of a new market than with the endorsement that comes from a joint venture?
Solo marketing efforts are no longer as effective as they were in the past. True strength lies in utilizing the power of joint ventures. It is probably one of the most compelling marketing strategies you can implement. With so many people competing in any given industry, an appropriate joint venture can stretch your marketing dollars and increase your market reach. And do so in a way that people want to do business with you. That is the …