The key to successfully marketing your services or products is to dangle the value they provide like the proverbial carrot on a stick. I see soooo many businesses fall into the same trap of talking features in their marketing material. Features are needed to a certain extent but generally speaking features don’t sell the service or product. People will want to buy the result of using your service or product, so therefore its benefits, or the value they get from using it, that will sell it far more effectively.
What value do your client’s get from using your product or services? This is the time to really push yourself to come up with some great answers. Actually asking some of your ideal clients what value they feel they get could give you some golden marketing nuggets.
Write out a list of benefits/value you have delivered to your clients. Once you have got the headline ones done drill right down to get to the pearls of wisdom. You want to find phrases that truly reflect what and how you support your clients.
The answers you come up with will be very specific to your sector. If you are struggling think about how you ensure you deliver a great end product. For instance if you make wedding cakes think about what your bride will be worrying about. She’s likely to be worried about whether you have fully understood her requirement, if it will look great on the day, will it taste great etc. You need to think about how you can address those concerns in your marketing so she feels you have understood her needs.
Another way to think about it is why did your clients want to work with you? What pain did your product or service take away? What problem did you solve?
The phrases “high quality service” and “competitive prices” should not appear anywhere on the list!!! Don’t use the same “blar, blar, blar” phrases that everyone in your sector uses. If you put yourself into your clients’ shoes you will be able to come up with some fantastic material. Once you know the value you deliver and the pain you solve you will have the basis for creating some excellent marketing. Spend some time on this to really extract those golden nuggets.
Previously we focused on working out who your ideal clients are and now we have looked at describing the value you deliver to them. By implementing the results from these 2 exercises into your marketing will start to pull your ideal clients towards you.