Your existing customers love what you do. They see the value that you provide.
They know you’re trustworthy and when it comes to it, they know you can step up to the plate and deliver, but that’s not the problem. The problem that you want to solve is turning somebody outside of your network into someone who has seen what you do, values what you have to offer and wants to engage with you and your business.
And in order to achieve this, in order to turn someone from a complete stranger, into a pre-warmed new sales conversation, you need to first make them aware that you exist and then, you need to make sure that they are able to recall how your product or service is uniquely positioned to help them. To do this, you need to create a clear and concise message and offer that is relevant to your ideal customer, and that is conveyed in such a way, that it solves their biggest pain point and helps them to achieve their ambitions. In other words, you need to write “words that sell”!
The Current State of Play
I see so many founders and business owners today who never take the time to do this step. It’s no wonder why nobody opens their email campaigns, clicks through their ads or opts into their lead magnets. A companies brand message is such an important part of what you do. It’s everywhere. It’s part of your sales script. It features in your marketing collateral. It’s shown on that website you spend hours and hours designing. It’s even on the ads that you’re spending thousands of dollars per month on.
With that being said, it is essential that you communicate this message in a simple and clear way that helps your customers to thrive. Key marketing metrics will all get better with improved messaging and crafting words that sell. Metrics such as bounce rate, email open rates, new connects, inbound leads, opt-ins and sales call close rates.
It can help to turn your marketing spend from a money pit into something that delivers real return on investment.