MARKETING 101

Marketing To Your Client ~ A Conversational Message   Category Rss Feed - http://www.ArticlePlayground.com/rss.php?rss=94

By : Cindy Hillsey    Submitted 2010-10-08 19:48:23

If you know who your ideal client is, what problem she has, and where she hangs out, it should be fairly easy to craft your marketing message, right? Should be. While it is easy to craft your message, great care and attention must be given to that message. In every representation of yourself and your service/product to your ideal client, the message should unambiguously be in alignment with your ideal clients concerns. Your content (audio, video, etc.) has to speak so strongly to your ideal client that they see themselves in your materials as though it were a personal communication for their eyes only. How do you create your content so that your ideal client connects with your message? You do this by creating conversational material. What do I mean by that? Imagine yourself sitting in a comfortable room with your ideal client sitting directly across from you. You and she are having a conversation about who you are, how you came to be where you are in your business, and how you understand exactly where she is in her business because you've been there. You are having a conversation. You are not reciting your resume to her. You are telling her a story. Therefore, your writing should mimic this conversational tone. If writing in this manner sounds difficult to you, consider recording what you would say and having it transcribed. I, personally, am an auditory learner and as such I need to say out loud what I am writing. I have to 'hear' how it sounds. As always, when you are communicating with your ideal client you want to be certain you are using language they understand. In other words, if there is a particular jargon or lingo unique to your ideal client you need to reference it. This lets your ideal client not only know you understand the language, but that you understand them. In order for you to really be able to connect with your ideal client, you must know what their problem is, i.e., you must feel their pain because if you can't feel their pain how can you possibly understand what they are going through? In addition, if you can't say with conviction to your ideal client, "I've been there and I understand how you feel", how can your ideal client benefit from what you have to offer? (The answer is they can't! But you knew that, right?) Put yourself in the shoes of your ideal client. Would you purchase a product, or service, from someone who didn't truly understand what your problem is and what it feels like? Of course you wouldn't! This is why it is so important for you to understand who your ideal client is and what problems you can solve. Now let's talk about solutions. Your ideal client has several problems that need to be solved. Like anything else, though, you shouldn't jump in and solve all of them at once. A sequential approach is best. I would suggest you sit down and make a list of all of the problems your ideal client either has or could have. Once you have this list, take a few moments and number the list in order of importance. Take a look at the list. What did you determine was your ideal client's number one problem? Now, I want you to solve this problem. Remember, when you are putting together your solution, you want to retain that conversational tone. The other thing you need to be aware of when you are solving any problem for your ideal client is how are you going to provide the solution to them? What I mean is this: Will you provide them a step-by-step guide, is it an overview with a recommendation, is it a call to purchase, is it an action plan, is it a detailed process, or is it a strategy? The answer will depend upon what you know to be true about your ideal client and their problem.

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