Do You Know The Best Way To Craft a Marketing Message That Has Tons of Value For Your Audience?
“You will need to live and breathe as they would. You will need to feel their pains and experience their joys the same way that you do your own. Only then will you truly understand what motivates them to buy what you’re selling”…………says Derrick Weiss “
So, how do you craft your marketing message?
Start with Why
- Why would anyone purchase what you’re selling?
- It’s doing one of two things: it’s creating value or it’s relieving pain.
- An example of creating value is always positive: your client uses your product or service to be more efficient, sell more, or increase a key performance metric.
- There’s a reason you hear the phrase value-added so often, it’s because value is all about increases.
- An example of relieving pain is the opposite — a removal.
- Your product or service eliminates the pain felt from a normal job function, such as having to send emails one by one, or manage contacts in a spreadsheet.
- Gain creators and pain relievers are undoubtedly linked – you can’t have one without the other. The most valuable purchases are ones that do both.
Who is Your Ideal Client?
- Perceived Barriers: What would stop a prospect from moving forward with you?
- Listen for what issues they have, false perceptions they may have about you and any historical situations that may cause red flags when looking into your solution.
- Success Factors: After choosing a solution, what does success look like for your prospect?
- Pick up on benefits they’re hoping to obtain and features they think will solve their issues.
- Priority Initiative: What was going on in their lives/company that made looking for a solution a priority?
- This is where you can pick up on pain points.
- Create a buyer persona from your conversation with them.
- Reach out to them and find out what makes them tick.
- This is someone who experiences both gain creation and pain alleviation from your business.
- Start with your ideal client.
- Decision Criteria: What will their decision ultimately come down to? Price? Features?
- Understand what could be a deal breaker and what you can leverage for competitive advantage.
- Buyer’s Journey: As your prospects educate themselves on how to solve their problem, what are they doing along the way?
- Pick up on where they go for information, who they trust, who is involved in the decision process, and what they find helpful.
- Whether it’s for social media, your blog, the value prop of your homepage, or a landing page for a really useful checklist, you need to have the right message for the right buyer persona at the right stage in the buyer’s journey, otherwise you’re conversions will never look how you want them to, and you’ll never grow your traffic, leads and sales.
- Starting with those two powerful resources in front of you, ask yourself what about the content you are working on will convince that persona at that point in the buyer’s journey to keep reading, convert, or buy on the spot.
- What gain creator are you presenting?
- What pain are you relieving?
- If that’s not immediately clear, you’re doing it wrong.
- You’ll never get unstuck with asking yourself those two questions.
- Close your eyes and put yourself in your persona’s shoes.
- What would they search for to help them break through their ceiling?
- What problem do they have, every single day, that keeps them up at night staring at the ceiling wondering: how will I ever get out of this one?
That’s where you come in. Solve that problem for them, or show them a better way of doing things. They’ll pay you for it.
How are you solving your audience’s problem?
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To Your Success,