It doesn’t matter whether you provide a product or a service, we all know that the secret to engaging prospects and turning those prospects into customers is to resolve an issue that they have. After all, the only reason any of us purchased anything is because it satisfies a want, a need, or removes a pain point.
And, of course, marketing your product or service is the only way that prospects and clients can learn about what it is that you do that will help them attain their want, need, or remove their pain point. Unfortunately, sometimes the wheels come off the marketing train and we forget that marketing isn’t about us, it’s about them!
Sometimes, when developing a marketing plan, business owners lose sight of the actual intent of the marketing program. They become focused on demonstrating their expertise and their credibility within their niche, and forget that the goal of marketing is to obtain prospects and, ultimately, converting those prospects into loyal customers.
Now I’m not saying that you don’t need to demonstrate your credibility and your expertise in your chosen field. After all, people want to purchase products and services from companies and people who can demonstrate that they have the ability to deliver the goods. But don’t make your company’s public relations campaign into your marketing campaign.
It’s all well and good that you received an award, have 100 testimonials to your credit, or are a noted public speaker in your area of expertise, but your marketing campaigns are not the appropriate place to trumpet these successes. Instead, place this information in the appropriate locations on your website, where it is easily accessible by prospects and clients.
You could also consider placing notable achievements in the footer of newsletters, emails, and other correspondence. If you’ve received an award or done something else of note, you could also consider putting out a press release and emailing that link to your current clients and your email list. And, of course, you would also place this link on your website’s media page.
So let’s get back to the core of this article: It’s not about you, it’s about them!
If you’ve already done your market research, you will have identified your ideal client. Once you have done this, you should understand exactly how your product or service will remove their pain point.
The way to market appropriately to your prospects and clients is to build your marketing campaigns around the features and benefits of your product or service, and explain exactly how it will benefit them. Don’t get hung up on price, as there will always be someone who is willing to charge less than you for the product or service that you’re providing. Instead, focus on giving great, personalized service that makes your clients feel special. I don’t know of very many people who would prefer saving a couple of bucks over receiving exemplary service.
Be sure that you are communicating the features and benefits of your product or service in a clear, concise fashion that is easily understood and immediately identifiable by your clients and prospects. Avoid industry jargon, unless your ideal client is located within your same industry. And don’t try to sound too smart! Prospects and clients aren’t interested in reading a dissertation. They are interested in seeing or reading something that has an immediate impact and is easily identifiable as resolving their problems. After all, people buy based on emotion.
I know it can be easy to get carried away when you’re building a marketing campaign, and you can lose that balance between coming off as an expert and actually providing the information that your clients and prospects are looking for. But if you keep this one golden rule of marketing in view at all times, your marketing campaigns will successfully be communicated. Always remember, it’s not about you – it’s about them!
Until next time…
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