Many of today’s marketing messages are still using outdated brand authoritative and recognizable marketing messages loaded with jargon and slogans to get the prospect to buy with them. The only way to compete with this is to spend a ton of money and be seen repeatedly until your future buyer remembers the jargon or slogan when they decide to buy. This is totally unrealistic for small businesses with a limited marketing budget.
Marketing is a key driver to increasing profits and the value of your business.
So here are 4 components that you should be adding to your marketing message that will help you get more leads and conversions into your small business.
With the thousands of marketing messages that we are all faced with on an hourly basis, your prospects have become numb to marketing. If you are lucky, they scan it briefly and probably swipe left. Your job number one in marketing is to get them to grab their attention and stop them long enough to hear or read what you want to tell them. And you only have a couple of seconds to do that. Be creative, funny, weird, eye-catching, outlandish, or interesting enough to get them to stop.
Now that they’ve stopped for a second to see what you are doing, they need engagement. You’ve got to now keep their attention past the few seconds so that they can watch or read further. Promise them that there is more information coming that will help them to confirm their decision to stop. Maybe it’s a sub-headline or a tagline that supports the direction you want them to go. Maybe it’s proof that they made the right decision to stop.
Here’s where you get the chance to tell them why and how you can solve an emotional problem they have. You are trying to get their logical brain to agree with the emotional brain that got them to stop in the first place. Education could be about your new ‘blue ocean’ idea or it could be how you are a better solution than your competitors. Sharing things that ONLY YOU CAN PROVIDE, not jargon or slogans. Something that truly separates your company from the pack.
You’ve got to make it a no-brainer, no-risk offering that your buyer is crazy if they don’t take it. This doesn’t mean you are the lowest price in town. Leave that to Walmart & Amazon, but you are providing so much value that your price seems like it is on sale. By the way, your offer is often the NEXT STEP, not the marriage commitment. Especially, if you are marketing to cold traffic. Buyers are hesitant and often skeptical, educate them more on how you really understand what they are going through and that you have proof of how you can solve their problems. Maybe a case study, a smaller entry-level purchase, or even a free trial. There are many ways to warm the prospect up to become a steady and satisfied buyer.
The majority of marketing efforts come from doing research. Understanding your prospects and their problems in relation to your services. Understanding your competition and their offerings to be able to separate your company. Creating and testing and testing again the messaging that you use to attract your prospects. If you want to learn more about this topic, I’ve got a new video coming soon. Opt-in for this blog for the upcoming announcement.
Marcia Riner is a business growth strategist and the CEO of Trajectory Consulting. She helps professional service firm owners to optimize their business, drive growth, and to be in a great position to sell it someday. Together, she helps you create your roadmap to improve, scale, and maximize the value of your company.
She runs a masterclass where she teaches business owners how to increase profits, scale, and maximize the value of their business so that they can sell it someday @ www.10XYourFirm.com
Want more great ideas, download Marcia’s newest eBook “Think Outside The Box – 10 Reasons To Get Your Business Sale-Ready Now” available on www.TrajectoryBiz.com