Your marketing message is like
a key. If you've got
the right one, it will help you unlock doors to new business
and start the process of converting them to clients. If you've
got one that is the wrong size or poorly crafted you'll be
locked out in the cold, wondering why your business isn't growing
faster.
Unfortunately too many independent professionals and small business
owners market with messages that just don't work. They may be too
long, too short, too common, too dull, or too self laudatory. The result
is they don't open enough doors to new business.
Your marketing message, elevator speech, unique selling proposition, value
positioning statement or whatever you call it needs to describe what
you do and the problems you solve in one or two sentences. This
may seem like a small part of your marketing effort, but in fact it is one
of the most important elements and costs the least to fix.
If your marketing message helps prospects understand how you can
help them, you are in business. If it doesn't then you'll never
reach your revenue potential.
Discover how to get
more attention and generate more business with "15 Second
Marketing".
I wrote it to show you how to create marketing
messages or an elevator speech that will increase the response to
your marketing so you can sell more of your products and services.
Use this link to order
15 Second Marketing and double or triple the response to your
marketing.
Too Long or Too Short
When asked what they do, most people either come up with a short label,
or a long-winded description. You may tell people you are a lawyer, a therapist,
in sales, a management consultant or a systems analyst. The problem with
labels is that they don't really tell your prospects anything about what
you do or how you can help them.
Regardless of your specific capabilities, when you use a label to describe
yourself, people tend to assign a stereotype, based on opinions and assumptions.
Say lawyer and people may shy away, say banker and people think boring,
say therapist and people think of shrinks, say management consultant and
people have no clue what you do.
Your marketing message should help you distinguish yourself and
your unique capabilities. Use a label and you'll be assigned to
a category which may or may not be favorable to you, and won't help your
prospects understand the value of your services.
Some people try to avoid using a label by launching into a monologue listing
their services and credentials. One management consultant I met, when asked
what he did, said he would be happy to explain, but he'd need at least
a half hour to share his elevator speech. Get and keep people's attention,
start a conversation with a marketing message that rolls quickly off your
tongue or the page.
Most people, your prospects included, scan verbal and visual content searching
for relevant information that will help them solve a problem or meet a
need. If your marketing message is too general or takes too long to hear
or read, you are history. Your prospects won't take the time to find out
that you may really have the perfect product or service for their needs.
Take a look at your marketing materials or your web page.
• Are you doing the same thing as the management consultant above?
• Are you spending valuable time and space describing services and credentials
when you could be leading with a succinct marketing message that actually explains
the problems you solve?
• Or do you let yourself get stereotyped with a label?
Use a Brilliant Marketing Message and Elevator Speech
Whether you are talking to someone in person or in your marketing materials,
your objective is to engage them, to get them thinking about their needs
and wants. Do this successfully and they'll soon be wondering how they
can't live without your products or services.
Your marketing message should be the catalyst to conversation. When you
use it a connection should be made between your services and your prospect's
needs. If you had a brilliant marketing message that resonated with your
prospects wants and needs you'd have more and more qualified prospects
contacting you and more and more business.
Does your current marketing message:
• Tell people what you do?
• Start a conversation?
• Create a perception of need?
My marketing message is, "helping small business owners attract more
clients and be more successful". When I use it I get one of two responses.
If I'm talking to someone who isn't a small business owner, they usually
want to know how I do what I do. If the person is a small business owner
they want to know how I can help them and I'm on my way to converting a
prospect into a client.
If you want to attract more prospects and grow your business, the
first step is to create a brilliant marketing message, one you
can use in the elevator, on your business card, on your web site and in
your voice mail message.
It is not easy to describe all you do in a sentence or two. Capture the
essence of who you serve, the problems you solve and the solutions you
provide and you'll have a brilliant marketing message.
Don't let your current marketing message hold you back. Make sure
you have one that works as a key to attracting attention, engaging prospects
and opening the door to new business.
Discover how to get
more attention and generate more business with "15 Second
Marketing".
I wrote it to show you how to create marketing
messages or an elevator speech that will increase the response to
your marketing so you can sell more of your products and services.
"I'd recommend
'15 Second Marketing' to anyone in sales or management. It works
for developing a marketing message and elevator speech, creating
a 30 second commercial and even the company's mission statement.
I more than got my money's worth."
Ron Morgan, Sales Manager Use this link to order
15 Second Marketing and double or triple the response to your
marketing.
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