The other day while listening to the radio in the car, I heard Lorde’s song “Royals.” For some reason, on hearing it for something like the 376th time, I got the meaning of it. Up until then, it had just been a catchy song.
This is a lot like some companies’ marketing. They think they are being crystal clear, but their target market just does not get the meaning of their marketing message unless lightning strikes. Why is that? Well, it comes down to two challenges:
The Message is Not in Their Client’s Language
While a song can afford to be subtle to get a message across, your marketing should not. One of the big problems is that service providers talk about what they do from their perspective, not their clients’. For example, the auto repair shop that talks about their advanced diagnostic equipment is talking from their perspective, not their clients’. What their clients would want to hear is that problems are diagnosed faster and with greater reliability, so you can get your car back faster and spend less on repairs.
That is why it is worth taking the time to talk with customers to learn how they would describe your service. You can learn the language they use as well as the benefits that are most important to them.
Ready to Hear Your Message
If I am stuck deep in an accounting issue for my business, I am probably not going to be ready to hear a message about growing my business with a consistent flow of leads. Or if I have IRS issues, then hearing about how to hire the right administrative assistant is going to fall on deaf ears.
The point is that you need to deliver your message when a prospect is open to hearing it. Aside from someone searching for a solution on Google, you don’t really know when they will be open to what you offer. That is why you need to stay in front of them on a consistent basis, so that whenever they are ready, you will be there. .
If you can get your message into your client’s language and ensure you are in front of them on a regular basis, then you don’t have to wait for lightning to strike. You will be their first choice when they are ready to buy.
Develop a Marketing Plan
Would you like to get your message across to prospects more often and with better results? We would love to help. It all begins with developing a marketing plan that takes your client messaging into account along with the right ways to stay in front of your target market.
If you are ready to explore how a marketing plan could help your business, then let’s talk. Contact us to schedule a time to explore your options.