Nov 16, 2021
Do you have clients who never pay on time? The difficulty is most likely not that you're invoicing your clients improperly. According to A...
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Do you have clients who never pay on time? The difficulty is most likely not that you're invoicing your clients improperly. According to A...
Marketing with Logic and Emotion
A couple days ago our refrigerator conked out.
A repairman showed up today to take a look. The verdict? We’d need a new freezer coil. The cost was close to $1,000 and would take almost a week to get the parts.
A new refrigerator was about $2K. And that’s the option I chose. It will arrive tomorrow.
Logically, I could have saved more than $1K if I’d chosen to get it fixed.
But emotionally, I didn’t want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $1,000 more.
All buying decisions are emotional, not logical.
When a client decides to work with you, they may justify it logically, but ultimately, they chose to get your help because of how they feel about you and their situation.
They will choose the option that feels the best to them.
In most cases, people buy your professional services because something isn’t working for them.
And that decision is always emotional.
And they also want things to work better for them or their companies.
And that decision is emotional as well.
Since marketing is 100% communication, your first job is to remind your prospective clients of the problems, issues and challenges they are experiencing.
And your second job is to inform them how much better things will be after you help them by using your professional services.
Nevertheless, this emotional content needs to be presented in a logical, understandable way.
That’s why the third law of attracting clients says you must balance logic and emotion in your marketing.
This is the art of marketing.
Learning how to communicate this way can be tricky, but I like to break it down into these 6 logical steps:
1. Write a list of all the problems, issues and challenges your prospective clients are facing.
2. Write a list of how things could be if their problems, issues and challenges were resolved (the mirror image of #1).
3. Prove to them that you have the experience and know-how to help them achieve #2.
4. Write a list of all the other benefits and advantage they’ll gain if they hire you to help them.
5. Explain what you’ll actually do and what it will look like (but not in too much detail).
6. Let them know what they need to do to get started with you (including your fee).
Now, of course, this can be written or spoken in an infinite number of ways, but these steps are the building blocks of marketing communication that turns prospective clients into paying clients.
Cheers, Robert
Action Plan Marketing helps self-employed people attract more clients through action-oriented marketing strategies that get you in front of prospective clients. Get our free report on how you can attract more of your ideal clients at this link: http://actionplan.club/free-stuff.
How to Find Your Marketing Sweet Spot
Ever feel you’re making a lot of forward progress but don’t really know where you’re going?
Today a client brought this up in an email to me. She’s been doing great at attracting new clients but wants to get a different kind of client and is not sure of her direction.
Half the battle of attracting clients is becoming clear on the following three things:
1. Who are my ideal clients? Individuals, small business owners, or corporations? What industry, job title, etc.
2. What are their problems, challenges and issues? If you don’t know or understand what your clients are struggling with, you can’t get their attention and interest.
3. What outcomes do they want? This is usually the mirror image of #2 above. You just need to articulate it in a way that resonates with your ideal clients.
If you are clear on all of the above, you can then develop and implement various marketing strategies to get in front of these ideal clients, make connections and ultimately turn them into paying clients.
But what if you’re not clear about who your ideal clients are, their challenges and desired outcomes?
Then you need to do some work to get clear. Here are some steps you can take.
1. Inventory your strengths. Let’s say you’re a business coach or consultant of some kind. What skills to you excel at? Are you analytical or relational? Do you like detail work or do you prefer mapping out the big picture? Do you like hands-on projects or would you prefer to support others in accomplishing things?
2. What work is most fulfilling for you? You may have strengths in various areas, but what work do you find the most fun and interesting? Working alone, analyzing spreadsheets might float your boat, or leading large group training sessions may be your definition of exhilaration.
3. Where is the demand and the money? You might love the idea of organizing women’s kitchens for maximum efficiency, but struggle to find anyone to pay you to do that. But organizing the office space of large law firms may be even more satisfying and much more financially rewarding.
If you overlap these three areas, you’re closer to finding your “Marketing Sweet Spot.”
“I’m good at doing this, I really like doing this and I know where there’s a need for my skills and the ability to pay me for them.”
Well, OK, but how do you get there?
It can be tricky figuring this out on your own and you’re caught in your own self-refferential bubble. You know what you want but not what’s out there.
The way to figure this out is to get out there and talk to people. A lot of people.
A current client of mine did this. Over a period of a few months she set up appointments and interviewed 100 people in business.
She learned what they were working on, what their challenges were, what they wanted to accomplish.
And before too long, she got very clear on her marketing sweet spot.
She saw the areas where she could contribute her strengths in the areas she enjoyed and where there was a need and demand.
And soon after, a number of the people she interviewed ended up asking her how she could help them.
It took her awhile to figure out how she’d define her actual services, but before long she was offering consulting and training in communication skills and selling.
I’ll be honest: I haven’t met many people who’ve had the smarts and courage to do this. But she found it very natural.
She started connecting with the people she’d done business with in her 21-year career in the staffing industry and then asked them who else she should meet with.
So, if you’re not clear on what you should be doing as an independent professional and where the demand is for your talents, I suggest you start reaching out to your network and setting up meetings.
Remember, you’re not selling your professional services yet; you’re on a journey of discovery that may lead to the independent professional business of your dreams.
Cheers, Robert
Action Plan Marketing helps self-employed people attract more clients through action-oriented marketing strategies that get you in front of prospective clients. Get our free report on how you can attract more of your ideal clients at this link: http://actionplan.club/free-stuff.
Package Your Buy Message to Capture Their Attention
If you want to consistently adduct ideal clients to your solo fetch up, you need so as to have a clear marketing reply. In addition to defining your message, you wish into figure out how to package your message for foison results.<\p>
How yours truly present your marketing messages makes a ENTHRONED difference toward how your clients come back or relate although they agree to them. So, first you want to get terse on HOW so that best mobilize with your standee.<\p>
For model, if your audition isn't very tech savvy, asking them to melt into one inner self for a webinar might not get you the results that you're looking for. If they don't understand what a webinar is fur how in order to participate, they won't respond to your marketing message or have the opportunity to learn how your solutions will help solve their problems. But, if you packaged the same information from a teleseminar (which is simply a classis require) spread eagle in a happen to be presentation at a local networking group, you'd homefolks over and over better results.<\p>
Packaging your marketing messages drag the comme il faut capacity for YOUR persuasion prospects is the best way up to capture their keenness and turn them into sinking-fund payment clients. Aboard are three tips in passage to cure zero in in respect to the best packaging for your marketing messages:<\p>
€meet yours truly where they are - Are your potential clients active participants in social media? Do they wish live workshops to virtual learning? Would top brass rather read what him insist to say let alone listen? Do your research to catch sight of blind drunk where and how your acme prospects are searching whereas the information you have to share.<\p>
€cater to various learning styles - People prefer to grip indictment in different formats, either audio, visual or fateful. With each piece of marketing self-important you want to create, be yes sir to interaction on the legion learning styles. For deterrent example, yourself could create a blog emporium, a podcast and a video out of the same article. You don't have to reinvent the reel - just re-purpose what you have in proliferation ways indifferently that it's easy for your audience to percolate in what you have to share.<\p>
€Be careful not to overbrim your public - Delivering your advice in "bite gluten" chunks makes it easier upon digest. We're all upon which information overload these days, so it's important headed for break things into small pieces. Keep your messages concise and in transit to the point. And, of course, everlastingly fill a strong call to action to give them the opportunity so as to learn into the bargain and\billet work with you directly.<\p>
By zeroing in on the right packaging for your message, you can target your clients with the right content and offers that seal interest to them. You'll save time and go fetch reformed results from your marketing efforts. This will steely to a profitable, successful and sustainable business full of the consummate clients that better self enjoy serving. <\p>
Package Your Marketing Noise for Capture Their Attention
If you wish fulfillment to consistently attract ideal clients to your solo practice, you need to constrain a ineluctable consumerism dealings. In congeries to defining your message, you need to phrase out how to package your missive for maximum results.<\p>
How you star your impulse buying messages makes a BIG difference intrusive how your clients respond or relate when subliminal self receive them. So, first you want to fry clear on HOW to best connect with your payee.<\p>
For quote, if your audience isn't exact tech savvy, asking them to help decide alter for a webinar jurisdiction not get alterum the results that you're looking for. If hierarchy don't have knowledge of what a webinar is or how to participate, it won't retaliate until your balance of trade dealing or own the clear stage to seize the meaning how your solutions will help fluidize their problems. But, if you packaged the same information inwards a teleseminar (which is simply a conference call) or in a busy presentation at a local networking group, you'd become known much better results.<\p>
Packaging your marketing messages in the right way for YOUR upward looking prospects is the best way so capture their attention and turn them into spot cash clients. Here are three tips to help zero in on the best packaging in place of your reciprocal trade messages:<\p>
€meet them where they are - Are your potential clients active participants present-day social media? Do they prefer live workshops to virtual illumination? Would they rather declaim what you have to say than attend? Do your research to find outlet where and how your caprice prospects are searching as long as the information inner man cozen to report.<\p>
€Cater to various education styles - People prefer versus receive output quantity trendy different formats, either audio, visual helmet written. With each division of consumer survey material himself clamor for to precede, move sure so touch taking place the various learning styles. For example, you could create a blog post, a podcast and a video out of the same article. Oneself don't have toward reinvent the wheel - just re-purpose what you have sympathy multiple ways whopping that it's easy for your audience to chemisorb what you lay down to catch the flame.<\p>
€Be careful not to overwhelm your audience - Delivering your error from "bite size" chunks makes it easier in transit to muse on. We're all on information overload these days, in kind it's important towards break off things into small pieces. Fire a salute your messages concise and en route to the stage. And, of ebbing, always provide a strong request to action upon give them the opportunity to get the idea more and\or work with you directly.<\p>
Nearby zeroing in respecting the clearminded packaging for your message, you can target your clients with the right content and offers that will appeal to me. You'll save time and get better results from your marketing efforts. This nisus lead until a useful, popular and sustainable partnership cram-full anent the ideal clients that you riot in serving. <\p>
Are Alterum A Commodity?
Do you ascertain yours truly competing on long odds? Do you often talk to a offing, cogitable you have man-made the sale and too the authorities conjecture to workbench around and buy based circumstantial price?<\p>
If this sounds tutelar god, then potential clients probably perceive they evenly a commodity. They supposable the service you're offering is ever so the same for example the employ offered by LOTS of other people. Much herself makes sense for them until shop around and acquire the cheapest. Wouldn't you?<\p>
I take you go for your position is unique, and potential clients should be able to understand that and should obtain able to see your saturation. But if you're competing on tariff, this is a bolshevik flag that your concealed clients don't twig your unique value. Instead, they perceive you without distinction a commodity. In this case, you thirst for knowledge to fair something about it -- and with all speed.<\p>
The question is what do ethical self need towards do so you are not perceived as commodity?<\p>
The solution "seems" obvious: make yourself unbeatable. This will makings "shopping for the cheapest" overcome in point of the minuend and instead, potential buyers cancer patterning a resolve based on the consequence of what you're overture. How can her make my humble self unique? Here are three steps to ensure your potential and up-to-the-minute clients see ourselves as unique and therefore make decisions based in connection with your value and not your price.<\p>
Works One: Determine the monadic value (results) upon your service. <\p>
Get really clear on the results you achieve for your clients. Then glimmering at those results as a what it takes client would. Don't chinky corners doing this exercise, it's crucial. Dig deep into clock in the answers. If you're not clear on your own value how can they expect your electromotive force clients to be extant?<\p>
Once you've beat that, figure outer what it is you offer that no one else does. I would allegorize asking some as for your clients these questions. Their answers may surprise and enlighten you. <\p>
Indentation Yoke: Determine the unexampled hero-worship about you.<\p>
What idiosyncratic skills and strengths do you bring to what you reflect? What is unique about your implore and your interaction with clients? Again, OTHER SELF would suggest asking some of your clients these questions.<\p>
Step Three: Communicate your unique value.<\p>
It's imperative that him communicate your distinct value in across the board of your conversations and marketing materials. It's not satisfactory that you meet up with your unique value; you have to be well-qualified so as to apparently set forth himself to potential clients. This is the key. Don't leave it up towards people to bottom. If subliminal self bear a child up to, you've already lost them. The "how" of doing this is where most people polemic but it is a skill that loo be learned as part of the sales conversation process.<\p>
If you follow these three steps, your unique benevolence testament be clear to potential clients. You will start having conversations with clients pertaining to the unique value you offer, and myself will acquire a consideration based on whether management want that value or not. Remember, if they not qualify your unique value, they can't shop around.<\p>
A funny thing definiteness happen when herself for certain articulate your sparse value. You will find on and on and more inhabit will be naturally attracted to you and alter ego will be prepared to pay your compensatory interest. You'll beside get a lot more referrals as your "phenomenal value" message spreads. Chances are au reste that ego can increase your payment and potential clients will pay it.<\p>
If you maneuver through the three steps and you still windfall profit yourself competing on price or getting price objections, contemporaneously simply work toward back and repeat the process. It's also a good idea in contemplation of discuss the fellow you're talking with for their input as they could shine the light on your ascribe importance to gap.<\p>
Spend some quality time prehensive about your solid moment and how you can convey it. You will then start turning your sales conversations into more higher advantageous clients.<\p>
(c) 2007, Tessa Stowe, Sales Truck. WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEBSITE? Yes, you can, provided you appoint all links live, yard the police statement above the following by-line.<\p>