How many potential clients are you turning off or losing each day? Think of it. Every day you deliver marketing and sales messages to potential clients through your website, email, social media, voice mail, presentations, brochures and marketing sheets (to name a few or seven!).
Sending your message is one thing. How
it is received however, is quite another thing. And when you fail to
send the right message to the right person, the right way, your message
is not only getting lost, it’s hitting you where it hurts the most –
your bottom line.
Why? Because if potential clients are
tuning out your message, confused as to what you have to offer, or
simply don’t care about what you have to say, you’re creating lost sales
and missed opportunities.
Day after day, month after month, year
after year, that can add up to hundreds, thousands or millions of
dollars in lost revenue. All because people didn’t buy into your
message. Got your attention? Good, because nowadays, no one can afford
to leave money on the table. Trust me. It’s far better in your pocket!
How do you find out if your marketing
or sales messages are helping or hurting your business? Here’s a simple,
but (dare I say!) obvious way. If business is great and your sales and
profits keep increasing, then fantastic. Your message is hitting the
mark. If on the other hand, you’re not generating more leads for your
business, increasing your sales, or simply not getting potential
customers to return your calls (curious about what you have to offer),
then it’s time to change your message. It’s not working.
Change Your Message. Change Your Success.
If you keep on using the same marketing
and sales messages, you’ll keep on getting the same results you are
getting now. Nothing is going to change. But, if you change your
message, you can change your success.
I know. I’ve spent 25 years in the
marketing/advertising field, crafting messages for a who’s who of who’s
who. And the most important thing I learned was this. When you create
the right message, to the right person, the right way, you create
success. And potential clients will actually come to you, curious and
interested in what you have to offer.
So, how do you send the right message
to the right person the right way? Simple, really, as long as you follow
these 3 surefire ways to get clients to come to you.
1. Create the Right Message.
The right message is about your customer,
not about you. In the beginning when you are trying to land new
customers, you must remember that nobody cares about you, your product
or your service (well, except for your mom!). All people care about is
how you can help them. You can “blah, blah, blah” on and on about your
product or service all you want, and people won’t give a hoot! They only
care about how your product or service will help them. Show them that
and you’ve got their interest and they will want to know more.
2. Target the Right Person.
Every business, including yours, has the
right target market. Find your niche. Your market isn’t everyone. Your
market is only for your ideal customers who have a need or desire for
product/service. Remember, you can’t be everything to everyone, so
be something to someone. Get to know your customers’ needs, wishes and
wants. Because, the more you know about your customers, the easier it
will be to craft your message to fit their needs. And chances are you’ll
see your next customer walking down the street.
3. Send Your Message the Right Way.
The right way is to make your value stand
out amongst your competitors. Whatever marketing and sales messages you
create, don’t (I repeat don’t!), be a “Me Too” company, and sound the
same as everyone else. You’ll lose any competitive value. Be different.
Stand out. Get noticed. Give your message a likeable personality. Be
your loveable self. Have fun with your messages. And people will
gravitate to you, as they do with any charming personality.
Got it? OK. Then, stop wasting time
with marketing and sales messages that don’t work. Make your messages
matter. And remember; only when you change your message, will you change
your success. One doesn’t happen without the other. Now go out there
and get busy!
Keep your eye tuned to www.messagemasters.ca for details on how you can turn your words and messages into profits and get business to come to you.