Okay…Here. We. Go.
In addition to demonstrating my tech limitations over the holidays I make it a point to go through my marketing and look for ways to improve it so it’s ready for prime time in the new year.
Especially as it relates to my website.
Sometimes, it’s hard to “see” areas that need attention because we are too close to the action. And, your website SHOULD be under constant review.
So here’s what I do:
I pretend I’m a prospect coming to my website for the first time. I try to look through the eyes of my ideal client. BTW, for many marketers, this is difficult to do.
Even though I have a fairly strong vision of who my ideal client is, it still amazes me how I can drift off course throughout the year by making a change here, a change there.
To help you make sure you’re on the right track, make sure your messaging is built around the following framework:
Make sure you deeply understand the problem you solve for your client or customer and how your service or product eliminates that problem.
That means knowing the person who has the problem. You need to be able to stand in his shoes and feel what he feels. Use your imagination.
Ask yourself: what’s it like to be my customer? What is that person’s day like? What are they concerned about? What keeps them awake at night? What are the things they secretly want that they are afraid to share? What do they hope someone will give them the power to do? Sell transformations and outcomes.
Make sure your marketing is aimed at people who want their problem solved NOW.
Facebook and Twitter advertising is perfect for this. In 2016, this is where I’ll be focusing my advertising messaging because these platforms allow me to target people by their problems because I can identify what pages they follow and show interest in. If someone is following a niche expert who is known for solving a specific problem, you can be pretty he has that problem himself.
Build your marketing messaging around the problem.
Remember I started off by telling you I reviewed my website over the holidays to make sure it was communicating what I wanted my prospect to know? Well, I found a few inconsistencies that needed correction. You must always be on the lookout to make sure that 100% of your communication is built around the problem you solve. This is what resonates with your prospect and helps her understand that you are intimately familiar with her problem.
Let’s use marketing as an example. I know many of my prospects and clients are overwhelmed by marketing. They know they aren’t copywriting and marketing experts. And deep down, they have a sinking feeling that their marketing is costing them sales opportunities. But, on an even deeper level, they feel alone. As if everyone else has it figured out. Of course, they don’t :) but there’s that sense of being in a battle all by themselves – without the right weapons. I know that because they tell me. They also feel like they’re an easy mark for the charlatans out there who are lurking around just waiting for an opening to take their money. (like fake SEO experts…ooops…did I say that out loud?) So when they read my messaging, it’s almost seems like I’m reading their mind because I’m demonstrating I understand their problem.
Offer one piece of free content that helps them understand you have a solution to their problem.
Whether it’s a webinar or a free report, give your prospect real value. Let them peek behind the curtain. Great content will help you build a deeper level of trust with your prospect. Don’t be shy about giving away your best stuff. Many marketers worry the prospect will take it and run with it. The freeloaders will. But a real prospect – someone who genuinely wants and needs help – will appreciate your willingness to help. And never forget, there’s a huge difference between information and TRANSFORMATION. Your prospect still needs you to help implement the idea or strategy.
Give them a way to reach out and get your help solving the problem.
Always make sure you make it clear about what the next step is.
Whether it’s at the end of a webinar where you invite participants to have a one-on-one phone call if they feel that working together is a good fit or making an offer to buy your product or service if you feel they would really benefit.
Only work with people you feel you can really help in a big way.
Now’s the time to take a look at your messaging to make should you’re using a problem first approach.