Sorry, I know that isn’t a very good title from the point of view of feeling good about yourself so I had better explain further!

If you take a look at almost any website out there you will generally see a section titled: “about us”. It is very common and understandable, after all, who wants to go to a site where you are not clear who they are or what they do? In fact you will see a section “about” on my website (www.balancelifework.com) so I do this too!

However, about us sections will often contain a catalogue of information about the company, it’s products, maybe accolades that they have one, perceived unique selling propositions etc. This is also, typically, how people introduce themselves whenever they are asked to describe their company or what they do. In other words they “tell”.

This is all very well but, in fact, most people are really not that concerned about you, either personally or as a company. I know that sounds harsh but think about it for a minute. Think about how you feel as a buyer of goods and services. You are primarily concerned about your problems and how to make your life better - fair?

So people tend to think more about themselves than about you. Unless your website or 30 second introduction or presentation addresses these wants/needs/problems/desires in a way that MAKES SENSE TO THEM, you are far less likely to gain their attention. In other words the accolades and awards you have won don’t mean much to them unless it is clear that it will solve their problems.

So, think in terms of your best client. What do they say about you to other people - in other words how did you help them SPECIFICALLY. What problem did they come to you with or did you discover with them as you worked together and how did you resolve that. That is one of your key messages that you can take to other people.

Of course, it really helps to define who your ideal market is and that is the subject of a future post. For now, it may help to think about the problems you solve and how to turn that into language that has resonance with prospects, talks to them at their level and identifies the problems or pain that they have (maybe weren’t even aware they had). A good place to start? Ask a selection of your clients!

I have always felt some sympathy for those in highly competitive businesses, especially when there are a lot of players. For example Real Estate, Financial Planning and Insurance. 

I recently attended a networking event and, as usual, I was unable to meet all the attendees. A couple of days later I received a very nice email from someone who was there interested in meeting to discuss whether I would like to save some money on my general insurance and how they could help.

This is a common approach I find and often includes information on how long the company has been in business, where they are located, their commitment to customer service, lowest prices in the industry, widest range of products, most unique products and so on. Features and benefits in other words.

The reason I have sympathy for this is that everyone tells me roughly the same thing! All companies seem to have the same features! In the case I cite above there is the added difficulty that I, personally, don’t buy insurance on price. Obviously that’s a factor but it isn’t the predominant one. What is, you might ask?

Well that is what you need to find out! You can do that by enquiring it of me, but that requires a dialogue. I am willing to be though, there are other people out there looking for customer service and a relationship, or other vague terms. As a clue to my situation, here is an attention getting message that woudl engage me:

“Often times my clients work with me because they find buying insurance a real pain. In particular they don’t want to keep track of all their premium due dates and they hate the fact that renewal notices are the only communication they have with their insurance agent. When they have an insurance question they are frustrated that they can’t get a timely and accurate answer from their agent who they may not evern really now”

That talks to me hugely!  What do you best clients say about you? Why do they work with you. specifically? If they say things like “the relationship” or “the customer service” ask them what they mean SPECIFICALLY. What do you do for them that makes them LOVE you? You might be surprised at the answers but if that’s how you help them, that’s probably how you can get the attention of similar prospects.

I know, you may feel that limits your audience. We will talk about that here soon!

What if I told you that most of what you believe about marketing is probably wrong? And what would you say if I told you that tossing out your pre-existing notions and adopting some proven marketing principles would put you on a path to much greater success?

Would you ask me, “How do you know this?”

My response is pretty simple. I know because I was also wrong for many years. But, when I started paying attention to someone who knew what they were talking about, my results began to change pretty much overnight.

I know because every small business I’ve worked with since I started my marketing coaching practice a handful of years ago has been wrong. However, when they’re willing to let go of their flawed pre-existing notions and begin applying some proven marketing principles they begin getting vastly improved results.

Shift the focus of you marketing from you to your clients and prospects and watch your results begin to soar.

What do I mean by shift your focus?

For most small businesses, it’s hard for them to see what they’re doing wrong. They’re usually clinging to their old notions about marketing.

Take a look at some of your own marketing materials. If they’re talking mostly about who you are, what services you provide, and how much experience you have - your focus is all wrong.

Shift your focus to talk about what types of clients you want to help. Help them understand what problems and challenges you want to help them solve. Get clear about what kind of outcomes and results you want to produce for them.

Effective marketing is not about coming up with catchy phrases or sexy messages. It’s about applying proven principles that focus on clarity regarding who you want to help and what you want to help them get done.