I bet if I called you Sybil, you’d look at me like I was crazy, right? But you remember Sybil, don’t you? The 1976 film with the woman with thirteen different personalities. Sure, now you remember Sybil and I bet you’re wondering what that has to do with you and your marketing, right?
Great. That’s exactly what I want you to be asking yourself.
The problem most entrepreneurs have when it comes to creating a marketing message is that they develop a split personality disorder. They fail to get crystal clear about the who, what, when, how and why of their product and service offerings. The result is that their marketing is not clear, not focused and it does not create the results that they need to sustain their businesses. In fact, when you suffer from marketing message schizophrenia, you struggle with how to present your marketing message in a way that creates results, clients and cash.
But, you can take a deep breath as it is no longer going to be your problem.
The best marketing is clear, concise and focused on an expected end.
Here are my sure-fire steps for helping you to create that kind of marketing.
Before we get started, I need you to decide what product or service you would like to create a marketing message for.
Action Item: choose the one (1) product or service that you would like to highlight via your marketing with a goal to secure some sales.
Now, let’s move into the 5 steps:
Step 1: Thinking only of this one (1) product or service, what is the ultimate goal or transformation that your Audience of One™ will experience upon connecting with it? Write it down. For clarification, your Audience of One™ is your ideal client – 1 type of client, with 1 distinct problem that you will provide 1, complete and robust solution to. This step is about looking forward – as Stephen Covey would say, “beginning with the end in mind.” (Rest in peace Stephen Covey.)
Step 2: In order to experience the ultimate goal or transformation that you have identified, what are three (3) things they must learn, act upon or implement? Write all three down. We are starting with three so that you get clear about the goals or objectives of this product or service.
Step 3: Of the three (3), what is the one (1) most painful, most powerful tip or strategy that upon learning and implementing they will begin to feel immediate release from the pressures of the pain they are experiencing? Write it down.
Step 4: Now that we have identified the one (1) most painful, most powerful strategy (tip, nugget, etc), it’s time to explain and educate your Audience of One™ that you not only know what they’re going through but you know what will happen if they don’t let you help them solve the problem now.
You’ll want to be able to answer questions like these:
- What is it about this strategy that is essential that they understand now?
- What are the ramifications of not gaining an understanding now?
- What will happen if they don’t solve this problem now?
- What will they experience instead of relief if they do not get this solution?
- Why is now the time to focus on solving this problem?
- Why would they want to solve it now?
- Why do they need someone such as yourself to assist them in getting the solution?
Step 5: After you’ve “made your case” you want to tell them what to do next by giving them a clear and concise call to action which includes what to do and how to do it now so that their pain finally stops. The call-to-action is the key to getting the traction that you demand in order to grow your business.
©2012 by Darnyelle A. Jervey. All Rights Reserved. Darnyelle A. Jervey, MBA, The Incredible Factor Speaker, Business Coach and Marketing Mentor, is the founder of Incredible One Enterprises.com, Incredible Factor University® the Leverage Your Incredible Factor System® a proven step by step program for more clients, more income and more leverage in your business. For more information and a FREE audio CD “7 Critical Mistakes Entrepreneurial Business Leaders to Avoid When Unleashing Your Incredible Factor So You Attract More Clients, Make More Money and Gain More Leverage” visit https://www.incredibleoneenterprises.com
