Ready to cover the five steps to restart your marketing plan for the year? Step one – Refocus your message Matching your message to your ideal client is pretty much everything when it comes to marketing these days. So I don’t sell marketing services or SEO or even consulting – all you need to know about what I do is that I make the phone ring – end of story. Your customers don’t know how to solve their problems, but they usually know what their problems are. Start writing headlines for your website. While it’s awesome to get 5-star reviews pay close attention to the words and common phrases your happiest customers are using – they will write your promise for you in some cases. Use your best clients today to help you think about what makes them ideal for you. Step 3: What makes them ideal – what are the attributes that make them your best prospects – perhaps they have a certain business model, unique problem, at a certain point in life or business. Answer this question: What problem do you solve for your ideal clients? Stay tuned for tomorrow’s post where we will take the “must have” elements for every website (Hint: You’re going to want to know the answers to the two questions just above in your assignment.)
In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart.
While the previous post kicked off the idea today’s post 1 of 5 Summer Restart is meant to get us down to business.
Ready to cover the five steps to restart your marketing plan for the year?
Oh, side note – I love summer – I embrace the heat and here in the Midwest the humidity – so since we are talking about restarting your plan as Summer kicks in I thought I would give this entire series a Summer motif. Thus the watermelon in the image above.
Step one – Refocus your message
Matching your message to your ideal client is pretty much everything when it comes to marketing these days. Think about you – you’ve got about five seconds to get and keep someone’s attention and you can’t waste that precious time with a message that doesn’t connect.
A message that connects is one that clearly talks about what your ideal client wants more than anything else in the world – and what is that?
They want to solve their problems.
In many ways, they will never care about your awesome plan to do XY and Z if you don’t first and foremost let them know that you understand what they really, really want.
Hint: Nobody really, really wants what you sell – they want their problems solved – period.
So, for today, here’s your assignment.
Make a list of the problems you solve for the clients you help the most.
If you’re having trouble thinking about your client’s problems, think a bit about the things they tell you. (Some might call it the things they whine about – I would never, but some might.)
For example, a lot my prospective clients might say things like – I just want the phone to ring more.
So I don’t sell marketing services or SEO or even consulting – all you need to know about what I do is that I make the phone ring – end of story.
Another example, a tree service: They might have the best equipment and most highly skilled crews but all their customers seem to care about is that they show up when they say they will and clean up when they are done.
So that’s the promise they need to promote. The rest is an expectation – I mean doesn’t everyone in the tree business have highly skilled technicians.
That’s it – that’s how you refocus your message so it’s no longer about you and your amazing products and services and it’s all about your amazing clients and the problems they want to be solved.
Creating trigger phrases
In the past, I’ve referred to these kinds of statements as trigger phrases.
Your customers don’t know how to solve their problems, but…
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