Broadcast your message
Is your message getting through?
As a business owner or independent professional, getting the word out about your business is clearly a key activity. However, often times it seems that we are talking in a language that our prospects don’t seem to understand or even hear. We LOVE what we do and we can clearly see the benefit of the latest innovation that we have put in place - why doesn’t everyone else see that? Surely it’s as clear to them as it is to us? Well, actually, no it’s not.
Are you broadcasting on the right wavelength?
If you want to listen to an FM station you need an FM receiver right? OK, I know that’s changed a bit with the Internet but let’s stay with the metaphor for a minute! If your prospects have an FM receiver and you are broadcasting on Medium wave they will not hear you. Remember that people (including your prospects) are going through life thinking about their personal issues and challenges therefore their receiver is tuned to WIIFM - i.e. What’s In It for Me?
Here’s the deal - most broadcast messages are going out on WWD - What We Do. If you are talking/writing/producing a brochure/website solely concerned with what you do, you are relying on the prospect turning that message into something that makes sense to them personally. Chances are they won’t do that - chances are they have a receiver tuned to a different wavelength and therefore your message is simply noise.
Change your wavelength!
The passion that you have for your business has direct effect on your clients world - it makes their lives better. Think about that in specific terms and turn that into your message. In other words less about the services you offer (WWD) and more about what benefit that provides to your customer, what pain it takes away (WIIFM)
This is a mindset change - your BEST client will tell you why they work with you, what they love about you and what pain you take away/pleasure you provide for them specifically. It will work wonders for the attraction you will get from your prospects.