Everybody has a website these days,and there is a lot of information on the internet and in the press about websites and how to make money from them.
But did you ever notice that many of the websites that you see on the internet are totally generic and give no real flavor for what this firm or business is about, what it does, who it does it for, and why it can help you? It’s because they have overlooked a critical step: They have never developed a compelling marketing message.
In a nutshell, a compelling marketing message explains to your ideal prospective clients why they should do business with you:
1. It pinpoints their challenges, problems or pain. In doing so, it lets them know, that you know, exactly what they’re going through. It tells these prospective clients that you understand them and their needs. As a result, an emotional connection is made.
2. It shows them that there is a way to solve their problems, and you can help them do it because you do it all the time, for people or companies just like them, and it provides evidence that you actually get the results you claim. It gives them hope that their problems can be solved too.
2. It tells them what makes you different and better than your competition. It makes a credible and convincing case as to why they should use your services. This gives them a level of comfort about working with you, before you’ve even spoken.
3. It helps to position you as an expert. And as you know, experts make more money, get more press and spend less time having to sell themselves. It’s human nature to gravitate towards experts.
4. It points out the results and benefits your clients get from working with you. They want these benefits and results too.
5. And, it invites them to contact you to start the conversation. This tells them you’re accessible and at their service.
Does your website convey your marketing message in a clear compelling way? If you’re not sure, schedule a Business Sanity Strategy Session. I’ll look at your site, and give you specific recommendations on how to make your message more compelling.
Susan Martin
