Our last marketing secrets post discussed media to deliver your message. This week we will discuss your message.
What will you say to your prospects? How will you define your company, services, expertise? YOU WON’T! Do not send anything out listing your services, how long you have been in business or how great you are. Nobody cares! Yes, I know that sounds mean, but I am about to save you a TON of money.
When you’re send your marketing message to your prospects and clients, make it all about them. Yes, they are dialed into “What’s In It For Me.” Your message to the prospects and clients should be focused around how you are solving their problems.
The next most important aspect of your message is the “call to action.” Ingrain that into your brain – Call To Action. We want our prospects and clients to read our message and take an action.
The action could be to request a free consultation, free report, attend a webinar and so on. Even if they are not ready to buy today, we want to capture their information. In your business, what can you “give away” to your customers in return for getting their name, phone number and email address?
If you can’t think of anything, think about what knowledge you can share with your prospects. What can you teach them? For example, if you are in the Architecture business, you could teach your prospects about green building, what it might cost and how it would benefit them. You want to give away information that corresponds to the services you offer. The free report is not a sales pitch, but a learning tool for your prospects.
The message also has to take into account the characteristics of the market. One very important aspect to the message is using the prospects’ “vocabulary.” If you are marketing to an industry with their own terms, make sure you use the same terms in your message so your prospects know you are one of them.
All that’s left now is to draft your message and send to your prospects!