Do your prospects know you’re trying to catch their attention?
I ask this as a result of some of the consultations I’ve been doing recently around delivering your message.
It’s vitally important for you to develop a USP or value proposition which resonates with your target market. That we know.
What is also important is communicating this… which is where the next problem lies.
You see, it’s not just a case of developing a USP then slapping it on every piece of communication you do.
First, you must ensure your prospect is listening or reading or watching. You catch their attention and do this through identifying them.
Fail to do this and your message will be ignored.
Here’s an example:
I’m a company selling an online app called Teabag which helps office workers manage their time better when it comes to making their daily brew.
My USP may be this:
Teabag is the only app to integrate with your email and calendar to work out the optimal time for making your daily cup of tea.
Or something like that.
If I start using this USP cold – such as on my website, through advertising or email marketing – it’s likely not going to resonate… unless the person reading is specifically looking for a tea brewing co-ordination and management solution.
However, if I identify who my ideal prospects are (and, more importantly, what their needs and problems are) I can immediately improve the chances of this happening by bringing this into the messaging:
Don’t let your team take you for a mug… discover who’s next to brew up with the only app to automatically schedule the next round of tea-making into your shared office calendar.
Fed up of playing tea boy (or girl)? Never brew another cup in anger for your work colleagues with the only app to manage tea-based office politics…
See what a difference it makes?
You identify a problem, or in this case an emotion, about something which bugs someone every day and use it to lead into your USP.
Identify first, then deliver your proposition as the solution.
Look at one piece of your marketing. It could be a sales email, direct mail letter, advert or copy from your website.
Does it include:
- Your USP, and
- A way of allowing the reader to identify themselves as part of your message?
If you’re missing an identifier, take a few minutes to think about your prospect.
Write down two or three key problems they face every day. Then try to link what their biggest fears and concerns are in a way which would make them read your marketing and immediately sit up and think “hey, are they’re talking about me?”.
That’s the response you want to elicit.
“They’re talking to me…”
Once your prospect jumps this hurdle, delivering the rest of your message is many, many times easier.
Give it a try and let us know how you get on…