You’ve heard me say it before. Marketing is simply a matter of sharing solutions with people who are already looking for them. So, the point of your marketing message is to encourage your prospective clients to take the next step with you: hire you to help them solve their problems.
But if you aren’t clear on that step or don’t outline exactly what they should do to get that help, then you’re leaving your prospects hanging and leaving money on the table. If you want your marketing messages to have an impact, you need to carefully consider what you’d like them to do next, spell it out for them exactly, and make it easy for them to do so.
Here are three keys to help you create more successful results from your marketing messages.
- Only highlight ONE specific action. Even if you have several different ways that you work with clients, each marketing message should focus on ONE specific action that you want prospects to take. If you give them too many options, they spend too much time trying to figure out which one to take, versus whether or not to say Yes or No to you as their problem solver. Remember, a confused mind always says no. Do you want them to call you? Fill out a form? Download a free resource? Give a specific direction in order to get a specific answer. Highlight the fact that taking that ONE action is the first step to reaching their goals.
- Make it easy for them to take the next step. Automating the process as much as possible will help your prospect quickly and easily take that step with you. For example, if you want them to get in touch with you for a free consultation, create an online form that they can fill out instead of requesting that they email you directly. Use a scheduling tool such as Acuity, Calendly, TimeTrade, or GenBook so they can easily book an appointment with you. Accept credit cards so that submitting their payment is quick and easy. The easier you can make the process, the more likely they are to take the action.
- Connect the action to a benefit they REALLY want. Make it crystal clear what’s in it for them. Asking your prospect to “get in touch” isn’t enough. You have to let them know why they would want to get in touch. Will they earn more money? Save time? Experience more happiness? Get organized? Think about the end result for your client and emphasize that benefit through your marketing message and the ONE specific action they need to take.
When you follow these three keys, you’ll be able to enroll more ideal prospects quickly and easily. Stop leaving money on the table! Get your prospects to take the next step with you by focusing on one step, making it easy, and connecting with the benefit for them.
YOUR ACTION PLAN FOR THIS WEEK:
- Decide on one specific step that you want your prospects to take per marketing message. For example, you may distribute an article to promote a new program and determine you want the reader to contact you to receive a free consultation.
- Make it easy for your audience to take the next step. Automate the process as much as you can by setting up a form or simple process to obtain their information.
- In your marketing messages, be sure you’re emphasizing the benefit for your prospect. Think about your next step from their point of view. What is in it for them?
Love this post. As entrepreneurs and business people we are always marketing and providing solutions. One thing that I would add is to always show proof! Whenever I present services to a client I always lead with showing them examples of books we have helped create. It’s amazing to see a final product, and it shows we know what we are doing!
Good for you Andrea! Showing proof is SO important! It helps the consumer to feel more comfortable making their purchase and puts them in a collaborative mindset about working with you because they want similar results. Thanks for your comment! 🙂
What a fantastic article! Such great tips and techniques – and a great way to look at how to have your customers engage with you – and be strategic about how you walk them through that process. It’s rare that I take notes on articles I read online, but your info is so useful – I had to take notes! Thanks Syndi!
Thanks for the feedback Brenda! I’m so glad you enjoyed the article and were inspired to take notes. Please keep me posted on how you progress with implementing the tips shared. 🙂
Hi good day, I like this post. I have found this interesting because it gives me good ideas how to do good marketing. Those three key prospects provided are good and relevant. Thanks for the effort on sharing this. We appreciate your help!
Hi Sydni – great reminder that making it easy for the prospect to say “yes” is so important. Often they are just waiting for us to ask for the order! Or they are just waiting to know what the next step is. People have so much information coming at them from all quarters, that keeping it simple and telling them what to do is KEY! Thanks!
Sydni – You’re right! Pick one action you want them to take and focus on that! Too often I see entrepreneurs give their prospects too many choices – then they get overwhelmed or confused, and they don’t take action.
Do you think maybe it’s a fear or lack mindset thing? Fearing that they won’t want to take the one action – so instead they bombard them with lots of choices? It’s kind of like being a jack of all trades instead of an expert…
Jennifer Bourn, Bourn Creative
Hi Syndi, I so agree with you… ONE action to take, make it easy for them to do so and clearly demonstrate what’s in it for them. I call that a K.I.S.S. approach – keep it strategically simple. Also love your advice to think about the next step from your ideal client’s point of view – the strategy piece here is essential and so often missed. Super post! xo
Sydni, this is great information. When I had my CPA practice, this is something that I really struggled with. Sometimes it can all seem a little overwhelming, but this information you outlined here is clear and concise. I also love your action plan for the week!
Kristi
That’s great Kristi! How are you making out with implementing the plan?