Tuesday March 14, 2017
Are you selling something your clients know they want? Or are you offering a cure for a disease they don't know they have?
A little while ago, I was scrolling through my Twitter feed, and I came across this gem from Calvin and Hobbes:
It reminded me of a recent conversation I'd had with one of my clients when I suggested that she change the name of a chapter in her course.
Why did I want her to change it?
Because her potential clients don't know that they need the mindset she was describing. And if they don't know they need it, they aren't going to buy it!
Never assume that your clients know as much as you know.
Sometimes, when you've been studying a field for a long time, it can be easy to forget that not everyone knows about the things that you've come to take for granted, and not everyone is conditioned to watch for the things that have become second nature to you.
As a result, a phrase that seems self-explanatory and meaningful to you might be completely meaningless to your audience, or at least less attractive than it would be if it were phrased in a way that was more aligned with their language, understanding and desires.
So how can you know that you're phrasing things right?
Here are three litmus tests you can run to see if your marketing materials will help people see that they need your product:
Litmus Test #1: Does the average person know what it means?
If you took the phrase you want to use in your marketing materials, whether it's a selling point, the name of a module or product, or the title of an article and video, and told it to a random person on the street, would they know exactly what it means?
Would they know what changes they'd see in their lives because of it, and precisely how it would make their lives better?
If the answer is "no", you may want to rethink and rephrase.
Litmus Test #2: Does it tell them how it solves a problem they know and care about?
If you try to sell a cure to a person who doesn't know they have a disease, their wallet will probably stay in their pocket.
If you talk about a root cause, whether it's a mindset, a physical condition, or a limiting belief, that your clients don't realize they have, they won't believe that they need your product.
And if you're selling something they don't realize they need, they aren't going to buy.
In general, people are more aware of the symptoms they experience than they are of the root causes that create those symptoms. So in your marketing, talk about the problems they KNOW they have.
For example, if you help people to stop attracting bad partners and start attracting the amazing people they WANT to date, don't tell them you're going to eliminate their negative dating mindsets, help them overcome their limiting beliefs, and remove the mental patterns that hold them back from love.
Instead, talk about the bad dates, wasted time and money, frustration, loneliness, and confusion they experience when the same type of unhealthy partner keeps showing up in their life over and over again.
Talking about the challenges they know they have not only shows that your product is relevant to their needs, but it also reminds them just how many problems their issue is causing them, and how urgent it is for them to get it fixed.
Litmus Test #3: Does it tell them how your offering will make their life better?
As with the problems you solve, the benefits you offer will be more compelling if you phrase them in terms that your audience understands and resonates with.
When you talk about the good things your product or program does for your clients, try to use the same phrases they use when talking about their desires.
Not only does this make your offering more attractive, but using your potential clients' phrasing also makes it easier for people who are seeking the benefits you offer to find you via search engines.
The more your materials match the phrases they type into the search bar, the more likely your page is to show up in their results.
Remember, the benefits need to be self-explanatory, and focused on the result instead of the process. Don't tell them you're going to give them diets and exercise - tell them you'll help them to feel healthy, fit, energetic and attractive.
Don't tell them you'll help them market and promote themselves - tell them you'll help them attract clients, make more money, and make a bigger difference in the world.
Here's a simple question you can ask to see if your 'selling point' passes the litmus test: "If my client could get the result they want without taking the action I'm describing, would they?"
If, given a choice, your clients would choose to skip the step you describe and go straight to the result, they clearly they don't want that step - so don't use the step as a selling point to make them want your product!
As the classic saying goes, "Sell them what they want, give them what they need".
Want to attract more clients who need what you're selling?
There are a lot of factors that go into a good client attraction system. You need to know what marketing materials you need, how to describe your product and business in those materials, and how to get the right people looking at your materials.
And if you want to grow a successful business that allows you to focus on the tasks you enjoy and are good at, it's important to have a way to do this consistently, with a minimum of time and effort on your part.
After all, you probably started this business to increase your wealth and time freedom, not to give yourself extra work that distracts you from the work you enjoy and profit from the most!
If you want to get your marketing materials written for you, and to get a consistent source of referrals and leads for your business, so you can spend your days doing what you love instead of what you "have to", I have a special invitation for you today.
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