Why does all your outreach fail to reach people?
Do you talk all day and night about your business and still feel ignored? You are not alone. The truth is that easy-to-understand marketing will get you more of your ideal customers than constant noise ever will.
But showing up fresh to every customer conversation each week can be draining. People need to hear why they should listen to you and what pain you can solve. And make no mistake, your customers need to hear it fast or they will TUNE YOU OUT.
What to do?
When you tell people about your business, it must be concise and clear. Explain your offering in a single sentence or idea. Then make sure you start there whenever you talk about your business.
So what is this simple format? All you have to do is remember: Problem, Solution, Result.
The problem: Frame your ideal customer as the subject and describe what stops them from achieving a goal. Try to explain the situation as a cycle of frustration. “Many people want health food that doesn’t taste bad.” “People who like to work out don’t like to miss days in the gym.” “Drinking good coffee is too expensive.”
Describe your solution.
The solution: What specific thing or service do you provide to your customers? Talk in small words and avoid jargon or fluff. Explain the service or solution that solves the problem. Tie it back into the problem. Do not complicate things with more problems. “GymCo is located in the hotels most frequented by business travelers.” “TastyBite has created modern takes on comfort foods that fill you up and not out.” “HomeBrew takes the middlemen out of brewing amazing coffee.”
Share the result.
The result: This is the happily ever after. Explain the simple transformation and the new normal once the problem is solved using your solution. Use phrases like “so that”. Tie it back to the original problem. Show how it resolves the customer’s pain and helps them overcome their challenge. “So that you never give up your weekend body during the work week.” “So that your healthy home-delivered meals taste delicious every time.” “That way you keep enjoying the bold coffee you love at a price that won’t leave you bitter”.
All together now.
You need a single sentence that grabs the target audience, pokes at their pain, shares the solution, and describes the results gained from the interaction. That is what you say whenever you are asked to talk about what you do.
Let’s do one for blog posts.
Without realizing it, many business owners fail to demonstrate their competence to potential customers. Writing a blog post demonstrates your experience with issues in your industry. So that potential customers researching your services will be confident that you can solve their problems.
What to do next?
If you feel like your marketing has lost its direction and needs help finding clarity, then scheduling time with me is the right decision.