- Understand your ideal client or customer. This means more than just knowing what SIC code, employee count, revenue range or other similar demographic catagorization. You need to really get to what keeps them up a night. What are their biggest concerns, issues, and problems and how do you help to solve those problems.
- Once you have a complete understanding of your ideal client, you have to be able to communicate how you provide value from their prospective. Stop telling them what you do. Tell them what they get. Give hem a picture of the problem and what their life will be like once that problem is solved.
No amount of content that tells your ideal client how many wonderful features your product has or how great your service is will make them call you. Don’t make your prospects work to understand how your features and benefits fit their “unique problems”. You need to establish, in clear, easily understood terms, that you take care of them and resolve their problems.
Use this message in whatever tactic you chose, but do it consistently. Don’t expect overnight results! It takes time to establish know, like and trust. Its okay to keep tweaking your message with minor wording changes until you are getting the results you want, but stay true to your core value. Don’t give up.
The right message and consistency will produce the results that you are looking for!
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