What is the main reason someone should buy from you or hire you?
That’s a question, which many small businesses struggle with. And it hurts their marketing. It means they are unable to provide their prospective clients with a clear, compelling reason to buy from them, rather than a competitor. And as I mentioned yesterday, clarity is essential.
The thing about solutions
This is why we see the word solutions used in amateur marketing all the time, to describe what a business does.
Note – If you’ve already, clearly stated the value you bring, it’s okay to use the word. I’m talking about when business owners use solutions instead of being specific.
- HR solutions.
- Email marketing solutions.
- Cost effective solutions.
- Training solutions.
- Or “we offer a range of solutions”, etc.
They’re telling us nothing.
Their message is weak. There’s no reason for us to contact them. So their marketing is largely ignored. And it loses them a fortune.
I don’t want that to happen to your business, my friend. So here’s a far more effective approach.
The alternative is to get specific
Determine the core value you bring to a prospective client. Then, communicate it with impact and brevity.
For example, instead of saying you, “offer a range of email marketing solutions”, get specific. Tell them, “We can help you increase sales and boost your profits, with professional, proven email marketing.”
Back in the 1980’s, business owners were advised to develop an elevator pitch. The idea was to create a compelling 5 or 10 second business introduction. Commerce today, online and offline, is like a series of elevator pitch-type interactions. Your prospective clients are busy. Really busy. They’re being bombarded with emails, calls, social network updates, text messages… it’s relentless.
They don’t have time for long or vague marketing messages. They want answers. Fast! That’s why a specific, brief and well-crafted message has never been more important or more effective.
So get specific.
Look for the core reason why a prospective client should hire you, rather than a competitor. Look for the tangible value your service offers. Then, communicate it in a compelling way. It’s far more powerful than claiming to offer a non-specific “solution”.