Choose heartfelt marketing strategies that work for you. Step 3.
First a quick recap….
In step one you explored your target market, or, in other words your perfect client. By now you should know what their problem is and what solution you offer. You should be clear about what differentiates you from others who offer a similar solution.
Next, in step two, you started to think about what marketing you are already doing, what is working and what isn’t.
Next step is answering the big questions – why should your perfect clients pick you and how will they find you?
You need to have the both the right strategies in place that will help them find you and the language around what you do so clear that they can identify that you are the right person for them
So lets back up again… There is a process we go through when we are looking for a person to help us with a problem.
We begin by knowing our problem however we usually don’t yet know who can help us to solve it. That person becomes known to us through a series of events. As they become more familiar we find out more information about what they offer and get to know them better until we finally decide to buy.
Good marketing supports the psychology of this search, ie it addresses each step in this journey of helping our perfect clients find us. And, importantly it means you don’t have to sell yourself, you just need to make sure your perfect clients can find you and your service and that your marketing materials are clear enough for them to identify that you are the right one for them.
Next step is to ask yourself these questions:
1. How can your perfect client find you?
The obvious answers are google searches, yellow pages and magazine advertising. But what about word of mouth? Do all your contacts know exactly what specific solutions you offer? Or just what you ‘do’? Think about this. Do they, eg, just know you are an acupuncturist or do they know you specialise in body mechanics, fitness and health education?
Do your facebook or other social media friends know? What about connections through your children’s school or at the place you volunteer? Informal networking can be as productive or sometimes even more productive than formal networking.
2. How will your perfect clients identify you?
Do you have well written marketing materials that help your perfect client to know what results you have to offer (not just the results your modality or training offers)? We often share our expertise and credentials but sometimes forget the most important bit – the results we produce.
3. How will you offer more information to your potential perfect client and how will you keep in touch with them?
How will you invite them to call you? How will you follow them up? For example; will you send out emails, catch up at regular networking events or just give them a ring every so often?
Action list – incorporate your existing plan (on your sticky notes) and expand it to create a map of:
* how your clients will initially find you.
* what materials you already have and what materials you need to help them to know you are the right person for them.
* and how will you call on them to take action to contact you.
Next time, Step 4, we will explore the materials you will need and the strategies that might suit you and your work.
If you are wanting to explore these concepts further or discuss how the work I do might help you to create a more reliable and successful business ask me about your free strategy session. Call me on 0418 795 135 or email me on firstname.lastname@example.org
Love to hear from you!
This article was written by Gay Landeta with the intention of helping you to Create the Life you want to Live. Copyright 2014, All Rights Reserved.