Are you sure your message is crystal clear? To get more business it HAS to be!
January 19, 2012
Helping business boost productivity while reducing costs through strategic planning and training
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I was visiting a designer’s website tonight and I have to say, I walked away from it confused. I also looked at another website for sales training and…same thing. I was not exactly sure what this designer did and what set her apart. Kevin Nations who is a fantastic marketing expert says “If value is a mystery they will not open their wallets”. I so agree with this. But don’t think you are alone. I had to work on my marketing message many times until I got it down to what I now believe tells people exactly what I do.
Sadly, with so many businesses going out of business it’s really time for us to get lean and mean! And I don’t mean laying people off, I mean getting your message crystal clear!
I get quite a few inspirational blog posts in my inbox..but I wanted to share this one about the power of words. http://www.wimp.com/powerwords/
It is amazing how words make such a difference in your success. A clear message conveys to your client, customer and even your staff why people should do business with you. WIFM (What’s in it for me (the client/customer).
We are now selling in an economy that’s barely on its feet and the people who have survived that economy are crazy, busy people. On my last blog, I mentioned my new favorite person Jill Konrath who wrote Snap Selling and talks about getting in front of the right people with the right message and quickly or you lose them. You have to get your message of value across to these people in less time than we have ever had to in the past. If your message is confusing, you leave that business on the table, which you may or may not even realize.
It’s a new year and it’s really time to take inventory of your efforts in business. Whether you are a sales person, interior designer, showroom or even those OUTSIDE of my beloved business of interior design. But for those who love the creative side of design (and who doesn’t) we need to also exercise that left side of our brain, so here are some ideas of how to communicate your value effectively.
(1) Differentiate yourself from your competition. That means you must KNOW your competition. Oddly, I have seen companies that know exactly what sets them apart, but they do not articulate it clearly. I have also met people who say they do not need to know their competition….yes you do! So take stock of what you do and what makes you different.
(2) ALL, yes ALL your messages need to now reflect your USP. If you blog (and that’s such a great way to grow your market share and it’s still free for the most part), state your USP, any collateral needs to reinforce your USP. Research shows that you need to get in front of your perspective clients 7 – 13 times before they take action. Therefore everything you put out there has to reflect your value and what differentiates you from your competitors.
(3) DO NOT be a generalist. You have to really hit your target market with precise measures. And then convey that to your target market. This seems to always be one of the most difficult things product companies, sales people and designers have to do. Everyone is AFRAID of the business you will miss. Let me tell you, first hand, if you do not focus and “lean into your strengths”, and then convey that with a stealth message you will leave a ton of business behind. If someone has to figure something out…they won’t.
So clean up your message..make it incredibly clear and convey that to your target market and you will see how your business will change for the better.
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