The way you position yourself in the market makes all the difference in how many clients you will attract. The problem with most service providers is that they sell the wrong things to clients and wonder why clients are not responding. If you have ever felt frustrated that despite your marketing efforts, it seems people just aren’t interested, chances are you need to change the way you are describing your service.
It was once said that you have to enter the conversation inside the mind of your clients if your marketing message is to be impactful. You have to know what keeps them awake at night. What are they worried about, or preoccupied with? What issues are they facing? What challenges do they need to overcome, and what problems do they need to solve?
Once you do this, it is now time to position your service as a solution to their problems. In other words, you need to position yourself as a problem solver rather than a sales person. It is only then that people will start relating to what you offer and realize their need for it.
For example, I had a client who described her service as providing relationship coaching to single people. This might sound ok at first but the problem with this description in her marketing message is that this is not the way prospects see themselves. They don’t wake up at night worried about receiving relationship coaching. The solution they are looking for is not relationship coaching; it is finding their soul mate. They are probably worried about never meeting the right person, having to remain lonely all their life and having to face life’s challenges alone without support. It will make a big difference if you use the correct language in your marketing message to attract the type of client you want.
Another client described her service as helping business owners with their marketing. Again, this is a very generic way of describing her service which is hard for business owners to identify with, let alone for them to feel a need to buy her service. Consider for a moment the difference she will create if her marketing message speaks clearly to the pain points business owners are already struggling with. How about expressing her service as helping business owners attract more clients than they can ever handle and generate more profits in a month than they have ever done in a year, so that they never have to worry about paying the bills again.
It is really a simple adjustment, but very powerful because it continues the conversation that is already inside your prospects’ mind and makes it easier to sell your service. Now, I challenge you before you market your service to stop and ask yourself: When it comes to my target market, what is going on in their lives? What are their hopes and fears? And then align what you have to offer with where your prospects already are and with what they are most concerned about.
