If you thought about it and actually created a customer profile, you know who you should be talking to in your marketing. But in order to form a really strong marketing message, we need to communicate another very important element.<\/p>\n
We need to answer the question; what makes you truly unique?<\/h2>\n
Here, we identify what differentiates you from your competitors. If you can\u2019t find any, it\u2019s time to be creative and come up with ways you can be different. You probably have many competitors in your market. If you don\u2019t have any, then you probably have another problem (you\u2019re not in a viable market). Competition is actually a good thing\u2026it means that there is demand for what you offer.<\/p>\n
You need to tell your ideal customer why they should do business with you instead of someone else.<\/p>\n
Remember my client who\u2019s a hypnotherapist and naturopath? In the the\u00a0previous post<\/a>, I gave you the example of her ideal customer profile for her weight loss services. Now let\u2019s look at what makes her truly unique:<\/p>\n As opposed to other hypnotherapist, my background as a naturopath allows me to give sound advice on nutrition and health. That\u2019s why my weight loss plans always include advice on meal planning and preparation and effective exercise routines. Both of them are really easy to follow and are made to suit your life and to ensure permanent, healthy weight loss.<\/em><\/p>\n As opposed to other naturopaths or therapists, I\u2019m also a trained and certified hypnotherapist. That means we can work together on the mental (or subconscious) side of things to make sure your \u2018\u2019little voice\u2019\u2019 is on par with the plan. With your subconscious mind on your side, it becomes easy (yes, easy) to find the motivation needed to form new eating and exercise habits.<\/em><\/p>\n I\u2019m the only therapist I know who can truly make the link between the body and the mind. The fact that this crucial link is nonexistent in all the popular weight loss programs out there is the major reason why you didn\u2019t succeed before. In that way, my method is different than the popular diets and programs. It\u2019s also not a one size fits all approach; it\u2019s a program that\u2019s customized for every client. Everybody is different, everyone has different habits and different goals. This is crucial to make sure you reach your goals.<\/em><\/p>\n Now that you have identified who is your ideal customer and what makes you unique in the eye of that person, you can start formulating messages that incorporate both elements.<\/p>\n This is what you say when people ask what you do for a living. Sort of like an elevator pitch. Your goal is for people to ask \u2018\u2019how do you do that?\u2019\u2019<\/p>\n I help people women lose weight and keep the weight off by connecting their body and their minds to their goal.<\/em><\/p>\n This is how you explain when people ask for more details because you piqued their interest.<\/p>\n Because of my unique background as a naturopath and a clinical hypnotherapist, I developed a unique method that combines healthy eating, moderate exercise and hypnotherapy to help people reach and maintain their ideal weight. Making sure the subconscious mind is on par with the new habits is the real key to success!<\/em><\/p>\n Based on what we identified so far, this is the marketing message that underlies all your marketing and advertising efforts.<\/p>\n Helping you reach and maintain your ideal weight by making your body and your mind work together<\/em>.<\/p>\n Can you see how having this type of message on the homepage of your site, on your landing pages, in your ads and everywhere else in your online marketing can increase the number of people who call you, fill a form or do another action you want them to (like a purchase or a subscription to your email list)? This is how you start making your online marketing work. This is how you start generating leads and clients on autopilot!<\/p>\n Think about benefits when you put together your marketing message. The benefits are what your target ideal customer desires and your products or services delivers that to them in a unique way.<\/p>\n Let\u2019s look at the statement on my own website:<\/p>\n I help small business owners use the web as a lead and customer generation system.<\/em><\/p>\n It\u2019s pretty straightforward that I\u2019m talking to small business owners. If you\u2019re not one of them, then you don\u2019t really fit my ideal customer avatar. I know that what a small business owner wants is more leads and more customers. I also know that even though most of them have websites, they don\u2019t really generate any leads from it (or at least not as much as they would like to).<\/p>\n The word\u00a0system<\/em>\u00a0means that we\u2019re going to look at the big picture, make sense of what\u2019s important and make it work. I\u2019m not just going to throw some social media or SEO tips at them like a lot of others do. That\u2019s something that is implied in that simple sentence and that differentiates from me a great deal of freelancers out there.<\/p>\n Based on the examples above, think about what can make you unique in the eyes of your clients. Think about what they desire most and how you provide them with a solution (benefits). Then, you can start putting together a strong marketing message.<\/p>\nConnecting the dots<\/h2>\n
Your interest-piquing one liner<\/h2>\n
Tell me more<\/h2>\n
The short marketing message<\/h2>\n
Think about benefits<\/h2>\n
Now\u2026you do it!<\/h2>\n
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