In this post, I gave you 4 examples of businesses that stand out from their competitors. Today, I have a strategy you can use, to help your marketing get noticed by your most motivated, prospective clients.
It starts with a question.
What keeps your prospective clients (or customers) awake at night?
There are 2 broad answers to that question.
- The things they’re worried about. Their fears, apprehensions and concerns.
- The things they’re excited about. Their goals, dreams and the opportunities ahead of them.
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 product or service, will help them in one of both of those key areas.
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.
The most effective marketing speaks directly to the need of the prospect. It addresses that thing, which is keeping the prospect awake at night. Only after that, does it position the provider as the answer. And in doing so, it captures the prospect’s attention.
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 missing out on a huge opportunity.
They have to choose you
Here’s something to consider, my friend. You’re a professional. You care deeply about the absolute satisfaction of your clients or customers. The only way you can guarantee that they will be well looked-after, and get outstanding value, is if YOU look after their need. If they end up with one of your competitors, anything could happen to them. In short, if your marketing fails you, it fails them too.