"When you tap into making life better and easier, the right people will flock to you." - Sarah George
Our human brains are wired to do two things:
1) Survive and thrive
2) Conserve calories
With all the thousands of marketing messages we see daily, it's self-preservation to tune most out. As a small business, how do you cut through the noise?
Simple – be clear in your marketing messages.
When you are clear, you make it easy for your clients to understand, and that saves them from trying to use energy to figure it out.
Clear Beats Clever
I appreciate a clever play on words or crafty design as much as the next, but there is a time and place for it. When you are first introduced as an option to buy from, you want to be as clear as possible. Lay out what you do with words so a 10-year-old can understand.
If you heard that a professional trainer specializes in Canis lupus familiaris, would you hire them? How about they tell you they'll train your dog so you can take him on a walk instead of him walking you? Yes, there is a smarty-pants name for dog, but companies make a lot more sense using the common language.
Keep it Simple
Less is more. In explaining how your business helps, keep it simple. Leave out technical jargon and avoid too many details. In fact, if you outlined all the steps to reach the finish line, clients would be so overwhelmed they'd check out. You want to set them up for the next step to move forward. Your marketing should give clients the overall picture to start with this small step. Together, we'll get to your goal.
It might seem boring or repetitive to use simple messaging. However, when you solve a specific problem for an ideal client, and when you tap into making life better and easier, the right people will flock to you – especially when you combine this in a form of narrative marketing that takes people on a journey to working with you.
Conclusion: I utilize a process with my clients to give clarity on getting their messaging to resonate with the right people. With a little research and focused planning, you can have clear and consistent marketing that attracts ideal clients.
You want marketing that works so you aren't wasting time and money. I partner with small businesses and organizations to provide clear and consistent marketing strategies, so you see results. Schedule a discovery call to partner up.
Welcome to a 6-part series on the Story Brand framework. I'll walk through the steps so you will be able to share your own story geared toward your idea clients.
What do you do when a campaign doesn't yield the results you expect or hope for? It can be deflating especially with all the energy you put in and expected a certain ROI of your time, energy, and money. Here are some suggestions...
Are you aware of the marketing funnel? It's called other things: customer journey; buyer awareness; marketing journey. This funnel is the point of your marketing efforts - to go from unawareness to advocate. Recently I went through the entire journey as fast as expedited shipping. Let me share.
As the one running it all, you are trying your best to keep up with what is coming at you right now, and sometimes that is marketing. But there is another, more effective way. Read on for how to be a proactive marketer.
You know that feeling of wanting more but not sure how to get it? More satisfaction from your career? More time for vacations? More days feeling healthy and not burned out?
My first featured guest on Client Conversations is Lynne Zimmer, a certified DreamBuilder Coach.
Lynne and I discuss business and connection. Have a listen in.
It doesn't have to feel awkward to ask for referrals. In fact it should feel rewarding to know you are willing to make life better for more people. Clients are willing to refer you if you ask! Squash the begging mindset. Here are 3 ways to get quality referrals without feeling sleazy or desperate.
What does it mean to connect to your clients? One definition of connecting is to join together to provide access and communication. You have to hear them. Then you can speak to them, and they will be more likely to hear you. Knowing who you are marketing to and what matters to them is critical.
How do you do that? It starts with research and understanding.
As a business owner, you want to drive sales so you make money and benefit more people. But getting clients takes time and energy- both of which are a limited commodities. How can you make your growth efforts more effective so it takes less time and makes a bigger impact?
You know what you offer is valuable to your ideal clients who need you. You really do make life better for them. But the struggle is actually telling others you are good at what you do without feeling like you are desperate or tooting your own horn.
No pressure. Tell me your goals for growing your business and together we'll walk through some fresh ideas. Your first consultation is at no cost, no obligation.
What's to lose?