Small business marketing should run like finely tuned car’s engine. Give it the right fuel and you’ll enjoy steady acceleration when you step on the gas, but let the tank run dry or put in diesel when your engine runs on gas and it will sputter and stall. If you’re marketing isn’t helping you attract a steady stream of new clients and accelerate the growth of your business, chances are you aren’t using the right fuel to market your business.
The first step in any successful marketing strategy is to get the attention of your prospects. If they don’t know you or your products and services exist, you won’t be able to grow your business. All too often service professionals and small business owners think that touting their expertise and the benefits of their services will get them the attention they want. Unless you are a well published author or sought after expert, this marketing strategy rarely works.
Problems Precede Solutions
Prospects’ primary interests are solving problems and meeting their needs. If you can show prospects you clearly understand their concerns and know the problems they are experiencing you’ll get their attention and have the opp0rtunity to demonstrate your expertise and the solutions you provide.
When you take your car to a mechanic you don’t want to them to replace parts until they’ve diagnosed the problem. A good mechanic will start by asking you to describe the symptoms, then they may hook your car up to the computerized diagnostic machine to further understand the problem before they order that expensive part.
Similarly if you want to sell your products and services to a prospect they must first have a problem that needs to be solved or a need to be filled. Despite an understanding of this fundamental sequence, most firms’ marketing efforts start with a focus on their services, products and credentials. Sound familiar?
Tired of having your business marketing limp along as if it were only running on 2 or 3 cylinders? You’re not going to get any better response by continuing to do the same thing. Use this link to discover how to get double the response and double the business from your ads, letters and web site.
Client Problems Fuel the Small Business Marketing Engine
Without prospects’ problems and needs your firm wouldn’t exist. And without the services and products you provide, you wouldn’t have a revenue stream. You need both prospects’ problems and service solutions to keep your marketing engine running smoothly. Problems are the fuel that provide the power and your solutions are like the cylinders of an engine that do the heavy lifting.
Fueling your business marketing engine requires a constant focus on client problems and needs. The more accurate your identification of client’s pressing concerns and interests, the more power you’ll get out of your marketing engine.
Power Up Your Marketing Materials
Take a look at your marketing materials and or marketing meetings. Do you start with clients’ problems and concerns or do you start with a description of your services and products and benefits?
Prospects want to see themselves and their concerns clearly identified in order to feel confident that you understand their needs. If you lead with this in your marketing materials you’ll get their attention.
Which of the following describe and focus on prospects’ problems and which focus on benefits and solutions?
- Your one liner describing what you do (Tagline, audio logo, meme, business card or elevator speech)
- Your positioning page (first page of your web site and /or brochure)
- Your ads
- Your exploratory conversations with prospects
- Any articles or press releases you write
If you are trying to fuel your marketing with the solutions you provide, chances are your marketing will sputter along and you won’t attract all the clients you want. Make the switch to using client problems to power your marketing engine and you’ll be amazed at how quickly your marketing helps your business accelerate.
It’s like putting a race proven engine in your car. When you use this simple marketing technique you’ll see a surge of responses and sales. Use this link to discover how to accelerate your sales and your business.