Do you need to attract more highly-motivated clients or customers? If you do, here’s (part of) a strategy I use with business owners that consistently produces fantastic results.
It starts with a question.
What keeps your prospective clients awake at night?
There are 2 broad answers to that question.
- The things they’re worried about. Their fears, apprehensions or concerns.
- The things they’re excited about. Their goals, dreams and the opportunities ahead of them.
Here’s the thing
Anything that keeps them awake at night is a super-high priority to them. It’s where their urgent attention is. Make no mistake, these are red-hot, prospective clients.
In order to help them and benefit from this opportunity, your task is twofold.
- You need to determine exactly what they’re worried or excited about.
- You need to clearly demonstrate how your service will help them in that key area.
Most marketing doesn’t do this. Instead, it focuses on how great the provider is. How happy they are to help. How their clients or customers love them. And it’s totally ineffective.
You need a better strategy. Like the kind I develop for my clients. Their marketing speaks directly to the need of their prospect.
It addresses that thing, which is keeping their prospect awake at night. Only after that, does it position my client as the answer. Get this right and it attracts enquiries from super-motivated people, eager to take action!
Take a look at the various marketing assets you use. Do they focus primarily and directly on the needs of your prospective client or customer? If not, you’re needlessly leaving money on the table and missing out on a massive opportunity.