When you’re in the process of rewriting the marketing materials for your business, it is a great time to consider new possibilities. Your objective should be to produce written pieces that are absolutely magnetic to your sharply delineated target market. What you want is a “system” of written pieces, each with a specific purpose – constructed to accomplish a specific thing. Ideally, you would have 3-4 written pieces – each providing more information about the problems that your business solves for clients and designed to move a prospect closer to working with you.
Generally, these pieces (depending on the nature of your business) are a) a one page executive summary, b) a more robust description of your business c) a fully detailed website that gives all the information a prospect needs to buy d) one or possibly several white papers that describe in-depth various aspects of your business. As you can see, having these pieces prepared in advance allows you to give a prospect exactly the amount of information that they need when they need it. When you create these pieces as a “system” you give enough information to entice a prospect to want to know more.
Here is a list of ideas for you to consider when you are preparing to rewrite the business materials you have to sell your services.
1) Use this opportunity to upgrade your target market. Think back to your best clients and the most profound successes they have had. What characteristics did these clients have? How did they behave that produces such great results? How did they function that made their success inevitable? Usually your best clients are committed to their own success and to getting results. They do “what it takes”. If you want to “close” them as clients, your new target market must be specifically addressed to them.
2) Target your materials to a sharply defined niche – a subset of the entire market – who has a specific problem to solve. Don’t make the mistake of believing that EVERYONE is your market or of being afraid to sharply define who your market is. You will attract exactly your target market when you use details about how those problems (that you can solve) impact their lives. You want to produce in them that thrill of recognition that caused them to self identify as your target market. To get this effect requires specificity in your description.
3) Describe the benefits clients get from working with you and getting the solution you provide. How are their live changed? What can your prospects expect to feel and experience if they become clients? What differences have you seen and had clients describe? “Paint a picture” that is realistic, compelling and ultimately desirable to your target market.
4) Put together materials that you can proudly present to prospects – without apology or dissembling. You want them to have a true, accurate and current “snapshot” of your business that is easy to understand and gets them to engage with you. The language needs to be simple, clear, and easy to comprehend. Don’t complicate the information or use technical jargon.
5) Think about your written pieces and how they fit together as a system. Do you have overview information you can give on first contact, information to respond to for requests about complete information, and in-depth information for specialty topics? Can you supply the right amount of information that a prospect needs according to their interest level. You don’t want to overwhelm a prospect with information when they are initially only slightly curious.
As you get ready to rewrite your business materials, and prepare your marketing writing, if you do a little upfront planning and preparation you can ensure that your business is magnetically attractive to exactly your target market.