One Tip That Will Make Your Marketing Easier & More Effective
“Yes! That tip rocks!”
Does marketing your service or business make you feel uncomfortable? Does it feel strange to tell prospects how amazing your product or service is? Does attempting to close a sale make you sweat? Well you’re not alone.
You went into business because you wanted to be a software developer, an artist, or a financial planner. You spent years studying your craft, and you’re good at what you do.
When you were envisioning the future of your business however, you probably didn’t count on the amount of work it would take to market your business and get clients.
Well, I have a tip that will make your marketing easier and give you peace of mind…
Don’t sell to your prospects, resonate with them instead.
Sales and marketing are not about trying to get someone to buy something they don’t want or need. It’s about making sure that the people who would benefit the most from your product and service know that you exist.
Marketing is frustrating because most business owners want to broadcast their message to a wide audience, rather than create a targeted message that resonates with their ideal prospect.
Added to that, consumers are inundated with a variety of choices and marketing messages, which makes resonance more important than ever.
How do You Create Resonance?
Marketing resonance is when you craft a message that your prospect already agrees with and in a language that they understand. It’s the marketing version of “preaching to the choir.”
For example, there is a class of investment newsletters that specialize in giving stock tips and market advice by a financial guru with a proven track record, (these aren’t like the newsletter that you’d get from Morgan-Stanley or other large financial institutions). They make their money by the number of subscriptions they sell. However, their stock picks have to be good; otherwise no one would buy their newsletter. The top newsletters generate millions of dollars in revenues.
Money and Markets is a well-known investment publication. Look at the headline:
“When’s the next CRASH, what to do now? Click here to learn more.”
This headline is meant to inspire fear and anxiety in the visitor, i.e., impending doom is lurking just around the corner. In general their ideal prospect is probably male, 55 plus, with a healthy distrust of the “system.” Because they understand their client so well, they craft headlines and write content that resonate with his belief system.
The Aden Forecast is another well-known publication that appeals to a very different market. The headline is clear, unemotional, and professional. Overall, the website has a “corporate executive” vibe to it. Their ideal prospects are mostly professional men and some women, they probably watch CNBC, and may not subscribe to the belief that the government is keeping vital information from them. Their prospects have a very different temperament and outlook than those prospects that resonate with Money and Markets.
However, I’m sure that the information in both publications is reliable.
By understanding that it’s your job to resonate with your clients belief system, rather than trying to convince them to buy something they don’t want or need, will focus and streamline your marketing efforts.
Krista Magidson is the Chief Content Creator at BoutiqueMarketingGroup.com
Krista helps entrepreneurs and small and medium sized business owners:
Get clarity on their marketing message, attract their ideal clients, customers, or patients to their business or practice, and create elegant and effective content for their websites, email campaigns, newsletter, brochures, videos, and more…
Krista has been writing copy for websites and print for nearly thirteen years. She has hand coded websites and written copy for non-profits, her own meditation/wellness business, plumbers, artists, wellness coaches, sheet metal workers, business professionals, and web-based educational businesses.
Her diverse background places her in a unique position to understand the complexities of marketing a very small to medium sized business.
Contact her today for a free no-obligation 30 minute consultation at moreinfo@nullboutiquemarketinggroup.com
Great article! I love how you explained the difference in the audience that the headlines are reaching.
Thanks Stacy!
Helpful infomation Krista. The trick is to identify your target market and what they will respond to .
Hi Kristine,
You’re right. The key is spending enough time researching what you’re clients really want. Most business spend their time focusing on the features of their product or service, and forget about their customer.
Thanks for your comment.