How to Get Results and Crush Your Competition
by Adrian Ulsh | posted on July 22nd, 2009 | Attract More Clients, Strategy
Most people hate being marketed to.
Why?
Most marketers don’t provide any value! But if you’ve been following some of our previous posts about identifying your ideal client, mapping out their decision making process, and developing an elevator pitch, then you already have all the tools to create a killer marketing message that crushes your competition.
These tools will allow you to clearly inform your prospects on how you benefit them and you can establish yourself as an expert they can trust and respect.
Take the information you previously created for your elevator pitch, and use this to write your marketing message.
Write compelling headlines that hit the “hot buttons” of your ideal clients. If you’ve worked on your ideal client’s decision-making process, this should be easy.
Ask your current ideal clients to review your headlines and marketing message. Ask them if it compels them. It’s better to hear their feedback than to assume their perception of your marketing.
It sounds simple, but it is important to consistently use these steps to develop value-based marketing that gets results. If you don’t target your ideal clients and their hot buttons, then your marketing will sound like your competition’s and you will forever compete on price alone.
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July 22nd, 2009 at 5:53 pm
This is so true. I love adding value for my listening audience and my OneCoach clients with priceless information from OneCoach. We all get tired of being sold to; but we are always in need of useful information that when put to use makes us more productive. By identifying my ideal client I am able to deepen relationships with my entire audience and provide more targeted information.
July 25th, 2009 at 10:20 am
Awesome post, John – it’s obvious that you really get this, because your customers are more like raving fans – we LOVE following you everywhere, and if you say something is worth x amount of dollars… we give you x amount of dollars!
The err in “old-school” marketing lies in the one-way stream of communication – marketers and advertisers playing God, trying to pull the life-strings of the market. Things have changed – the customer has a voice now, Newspaper is dead, Television is dead, and there’s no turning back.
The first thing I teach all of my clients is identifying your purpose and really getting to know your customer. Thankfully, you do the same.
Love,
Russell
TheSuccessMan.com