You have great services to offer. You know that they work and how people can benefit from them. You want to let the world know about what you have to offer and how you can help. But are you delivering your message in a way that your potential customers can relate to?
Just like a package you send out, the business information you share has both content and a box; both are equally important to ensure that your message is received.
As a copywriter my job is the content – this is not to underestimate the power of design, but for starters lets begin there.
We are inherently selfish
It is sad but true that businesses and clients are both asking the same thing – What’s in it for me? Regardless of how incredible your products or services may be, your prospective clients won’t want them unless they can find personal benefits in them.
You need to think of your audience as PEOPLE not clients. What motivates them? People are either trying to escape something, or chasing an ideal; they want to “run away from” physical or emotional discomfort, or “run towards” something that adds value to their lives. Tailor your message to encompass both.
Having just endured the pain and the cost, the example that first springs to mind is the dentist. People see a dentist either to avoid pain, or to improve the look and performance of their teeth. A dentist advertising only cosmetic dentistry loses many potential patients.
Working with businesses to improve their communication and how it is received, has meant really looking at their potential clients. How do they receive information? Is it emotional or mental, objective or subjective?
Objective evidence is based on results verified in experiments or facts such as numbers. Subjective evidence reflects personal experiences. To reach both mental and emotional personality types when considering what your business offers, you need to include both types of evidence.
Be results orientated!
Focus on the end result, not on the ‘how’. Let’s face it, if you are in pain, you really aren’t interested in how a procedure or medication is going to remove your agony, your only interest is the outcome. Don’t overwhelm potential clients with meaningless details of procedures or specifications, but keep them focused on the benefits.This also keeps them from over analyzing your offer.
Use imagery and analogies that fit your audience. Descriptive images and catchy analogies are often the easiest way to explain your service or product benefits. Have a variety of images and analogies for different people, based on occupations, interests, personality and motivational types.
Be realistic about who you are talking to
One of the most important strategies is to define your target market? A target market or niche can be determined by your range of experience, your interests and your connections. Obviously, your ideal niche is where all three factors intersect; however, consider any of these factors a good starting point, and don’t limit your clients to these three sections.
Meet your clients where they are. Don’t assume that your clients have the same level of knowledge as you do in your field; don’t treat them as if they should. Remember that they wouldn’t need you if they already had your insights; make sure you don’t talk down to them. Ask them about their level of prior familiarity instead.
Step into their shoes. Even if you are streets ahead of your prospective clients in terms of knowledge or development. Make it a habit to focus on your client’s experience, rather than your own.
Remember that ultimately every business is a people business, regardless of what you do or sell. All business transactions involve at least one other person, so create a great rapport by delivering your message in a way that your other people can relate to.
You will be amazed how just talking to people will improve your bottom line.