Every potential client or customer has a problem and you have a solution. Remember, all good marketing solves problems, offer solutions. I have a pain, you tell me how you can alleviate it. We do more to avoid pain than we do to gain pleasure. Use that in your marketing.
What problems does your prospect face that you solve? Before you get started writing and speaking to your target market, you need to know what they’re interested in and why they should buy from you. Previously, I’ve written about how to identify your Unique Selling Proposition or USP and you can read specific articles about that at: Defining and Refining Your Unique Selling Proposition
Now I’ll tell you how to tie that into client/customer solutions. Remember, everyone is dialed into what’s in it for them. You need to grab them right away by their self-interest. They want to know what you can do for them before they want to know how well you do it and what your credentials are.
I’ve been using a web designer as an example. Continuing with that….let’s say you’re a newly minted, freshly graduated web designer, you’re really talented and eager for business. You need to be reliable – you don’t have a track record, so your reliability will be a concern – or fear – your clients have. We’ve all had people who start the job and never seem to get it done on time.
So, tapping into their fear that they won’t get what they need when they need it and your need for clients and let’s say a willingness to work at a competitive rate – your niche could be people who value reliability and are on a tight budget. By the way – quick note here – not all people on a tight budget are hard to work with. Sometimes they’re just strapped for cash. On the other hand, any client, no matter what they’re paying you – if they’re difficult and drive you crazy in the initial consult and you get a gut feeling that they’ve got an annoying personality or are going to drive you out of your mind –you’re most likely right and it won’t get better –don’t be afraid to walk away. In fact, walking away could be the best thing you do for yourself. Trust me on this.
In the next article I’ll tell you how to craft a message that taps into what we’ve identified – potential clients that are on a timeline and a budget. By focusing and creating a niche, you’ll build a client base more quickly because people will have a reason to choose you. It works. If you like this article, it’s part of a series of free articles and videos teaching you how to write great copy, improve your marketing and get more business. Visit http://copywriteramyposner.com
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