“People buy things because they believe it'll make them feel a certain way, your marketing message should portray the end result.”
- Sarah George
No matter what service or product you sell, you are really selling transformation. Clients want to go from a negative state to a better life. That could be feeling less frustrated, more confident, or saving time or money. People buy things because they believe it'll make them feel a certain way, your marketing message should portray the end result.
Your potential clients have a problem and it's one you can solve. But they are hesitant because they don't know if they'll get the results they want. Investing in your services is a risk, will it pay off? They consider the options, even doing nothing.
But when they read, see, or hear that the service you sell transforms them from one state of being to another (i.e.- stressed to peaceful; cluttered to organized; sluggish to energized) they can't help but buy in. That's what they really want, to change how they feel.
As business owners we can get so focused on the actual service we sell that we forget to highlight what really makes a difference - how we change lives. Here are a few ways you can show the way you help clients transform.
In your marketing collateral - website, emails, social media posts, ads - use images of happy people using your service or product.
Use testimonials that your past and current clients provide. Ask them specifically how was life before working with us vs after. Avoid general phrases like "great company." You want your clients words to demonstrate new life. Here's an example:
“Sarah is a knowledgeable & creative Marketing strategist. Her expertise has helped modify and improve our presence in the marketplace. With her suggestions, we made some very basic website modifications that saw much improved RFP (request for proposal) opportunities. She is a genuine person and a pleasure to work with. We are glad to have her services as a part of our Marketing team.” - Lee, Moran Iron Works
Case studies show how you work and the results people can expect. A case study will demonstrate the process giving your potential clients clarity on what working with you is like and provide results showing before and after. During one of your next client project take notes and create a case study if you don't already have something.
Conclusion: People buy to feel better. Tell them how your service makes life better. What pain do you alleviate or joy do you provide? You have tools to help them improve. Not sure how you make life better? Ask past clients! They'll be happy to share their experience. Then use that in your marketing to attract others. If you get stuck, give me a call. Better yet, schedule a no obligation discovery call.
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?