When I first start working with client’s I often hear them say ‘My Marketing’s not working’.
They’re just not getting enough leads or sales – it feels like you’re on a feast or famine when it comes to cashflow.
It seems like your message is being ignored and is just not getting the traction you want. Things can start getting tough fast and you don’t know what to do next.
There’s so much information out there on what to do and what not to do, that it gets all too confusing.
If you’re new to your business and you feel like this is happening to you, there are usually 3 main reasons why your marketing isn’t working:
1. No clear Message
2. Not enough Marketing Methods working
3. Not confident with what to say when Selling (no sales process)
But today I’m going to talk about Message.
There’s three parts to having a clearly defined message for your business that makes sure your marketing works. Without a super clear message, you’re wasting time and money on your marketing.
1. YOUR IDEAL CLIENT MESSAGE – who do you help?
Are you vague about your niche, or trying to sell everything to everyone?
If so, your prospects will be confused or they won’t even know you exist because you’re not being specific enough.
Your marketing message must to be clear – some say, clear enough for an 8 year old to understand ……. (eg think ‘Toys R Us’ or ‘Coffee Club’ – pretty clear?
So you need to know the biggest problems of your Ideal Client, the outcomes they most want, and what they want fixed right now and are willing to pay for?
When you can communicate through your message that you understand them, you’re listening and you can solve their problem and deliver the outcome, you have a clear ‘Ideal Client’ message.
2. HOW YOUR BUSINESS SOLVES THE PROBLEM – how do you help?
You know how to fix the problems of your Ideal Client but in your message you now need to clearly communicate the ‘benefits’ of your product or service.
Why would your Ideal Client choose you? What’s unique about your product or service/
And I don’t mean ‘price, quality or service’. They are a given. They have to exist for you to be in business and aren’t enough to have you stand out from your competition.
When you can show your Ideal Client that you understand their problems and can show them why you are the best choice for them, they’ll buy.
You do this by defining your Unique Point of Difference for your business.
3. YOUR MESSAGE BANK – putting it all together
When you have a clear Ideal Client Message, and a Unique Point of Difference Message you can now put them together and develop a ‘Message Bank’ for your business. This is where you have several different messages set up to use in all of your marketing methods
Eg facebook posts, facebook ads, website, business card, when networking, emails, blogs etc
TIP: If your marketing’s not working, get clearer with your message. Its not them its YOU – your communication isn’t cutting through – go back and redo 1-3.
‘If you know your ideal client’s problem better than they know it
they’ll believe you have the solution they need’