Don’t make the mistake of believing that just because you offer your services, you’ll automatically attract clients and close sales with them. It’s critical to understand a few key factors that can make the difference between your business barely scraping by, and having a thriving business with a constant stream of targeted clients. Actually, these are simple concepts and not at all difficult to implement, but they are a must to do in your marketing and marketing writing.
1. Know and provide the solutions and benefits that your target market wants the most.
Don’t just provide “something” that they might like. Make sure that it is 100% what they’re looking to have and to experience. Make sure that your services provide the benefits that will ignite intense desire in your market and make them prefer your solution over that of your competitors.
2. Understand the pain of your target market and demonstrate how your services can alleviate that.
Your target market is looking for a solution to a problem that they’re suffering with. You must show both that you understand their circumstances and that your services can and will afford relief to your clients. This is a primary motivator in a prospect choosing to become a client. You must make this information perfectly clear.
3. Know where to locate and know to access your target market.
You must be able to identify specific venues where you can associate with, become acquainted with, and develop the trust of your target market. Often, this seems to be a challenging concept for many business owners. Rather than thinking generically, you must think specifically, “Where does my target market gather?” Even though you likely won’t find this easy to start with, it is the most important marketing activity for you to fully implement. Why go where your intended market is scarce? Once you start to think of these specifics, you’ll get some rather obvious ideas.
4. Have excellent written marketing materials.
You must be prepared at all times to give a professional response to that prospect question, “Do you have more information?” You don’t want to stumble, mumble, or apologize because your business materials are second-rate. You need to have exactly the right written information for whatever level of interest a prospect feels when the question is asked. All marketing writing must present a consistent marketing message and leave no doubt in the prospect’s mind what your business does.
5. Understand how your target market feels about their problem.
Use this information in your marketing writing in an authentic and empathetic way. Your comprehension of their angst creates the suggestion that you could conceivably also understand and provide the solution they need. Understanding and reflecting back to them their own feelings gives your business a lot of credibility. It shows that you do know and appreciate their circumstances and challenges.
6. Get your name, your business name and information about your services in front of your target market – regularly and consistently.
Recognize that familiarity breeds comfort in considering you to be a potential solution provider. Don’t hide your business by simply working alone and not getting out where your market is. Put together a marketing system so that your marketing happens automatically without constant attention from you. Of course, some things, like networking and public speaking don’t happen automatically, but you want marketing that occurs regularly and without needing your personal input.
7. Your background must specifically scream “yes” to the prospect’s question, “Does this person have the background that proves they can solve my problem?”
Be sure that your services are created to play to your strengths and directly relate to your background. You want prospects to learn about your background and to sigh in relief that they’ve finally found their answer.
These are the key factors you must use to attract your target market and close sales with them. Be sure that your marketing and marketing writing does the job for your business by employing each of these seven factors.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
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