If you want to consistently attract ideal clients to your solo practice, you need to have a clear marketing message. In addition to defining your message, you need to figure out how to package your message for maximum results.
How you present your marketing messages makes a BIG difference in how your clients respond or relate when they receive them. So, first you want to get clear on HOW to best connect with your audience.
For example, if your audience isn’t very tech savvy, asking them to join you for a webinar might not get you the results that you’re looking for. If they don’t understand what a webinar is or how to participate, they won’t respond to your marketing message or have the opportunity to learn how your solutions will help solve their problems. But, if you packaged the same information in a teleseminar (which is simply a conference call) or in a live presentation at a local networking group, you’d get much better results.
Packaging your marketing messages in the right way for YOUR ideal prospects is the best way to capture their attention and turn them into paying clients. Here are three tips to help zero in on the best packaging for your marketing messages:
- Meet them where they are – Are your potential clients active participants in social media? Do they prefer live workshops to virtual learning? Would they rather read what you have to say than listen? Do your research to find out where and how your ideal prospects are searching for the information you have to share.
- Cater to various learning styles – People prefer to receive information in different formats, either audio, visual or written. With each piece of marketing material you want to create, be sure to touch on the various learning styles. For example, you could create a blog post, a podcast and a video out of the same article. You don’t have to reinvent the wheel – just re-purpose what you have in multiple ways so that it’s easy for your audience to digest what you have to share.
- Be careful not to overwhelm your audience – Delivering your message in “bite size” chunks makes it easier to digest. We’re all on information overload these days, so it’s important to break things into small pieces. Keep your messages concise and to the point. And, of course, always provide a strong call to action to give them the opportunity to learn more and/or work with you directly.
By zeroing in on the right packaging for your message, you can target your clients with the right content and offers that will appeal to them. You’ll save time and get better results from your marketing efforts. This will lead to a profitable, successful and sustainable business full of the ideal clients that you enjoy serving.
Did a change in the way you present your marketing message yield you new clients? Share what you changed with a comment below!
YOUR ACTION PLAN FOR THIS WEEK:
- Find where your ideal clients are congregating and looking for information on your area of expertise. Research on social media and look for local groups that cater to their interests. Review how well they respond to different types of presentations. Is there a certain type of packaging that seems to capture their attention?
- Brainstorm ways that you can package your content to cater to different learning styles. Make a plan to turn some of your current content into blog posts, podcasts or video presentations within the next two weeks and distribute it in the new format.
- Review any new content to ensure that you’re breaking things down into “bite sized chunks.” Break up long form content into small pieces so your message isn’t overwhelming. And be sure you’re including a clear call to action to show them how to get more.
Sydni – I love that you mention “Meet them where they are.” So many entrepreneurs hear that social media is the place to be and they think it is this magic tool that is going to easily make them thousands and thousands of dollars without doing much work … but for many businesses, it isn’t the best tool to be using.
I was just having this discussion with a new client who couldn’t figure out why her “website/marketing” wasn’t working – In the past she was using primarily her blog and social media, but her target market is seniors ages 55+ and above … who for the most part are looking for their information in different places. We switched up where and how she was spending her marketing efforts (without abandoning social media and blogging) and soon, when she was showing up where her ideal clients already were, her income increased!
Jennifer Bourn, Bourn Creative, LLC
Syndi – you know how the exact right message, at the exact right time is sent to you? Well, your article this week was that message for me! What a gift you have for making things so powerful and so digestible. Thank you. I’ve been contemplating some new material and how-to package it – and you answered my question! Thank you, thank you for your wisdom 🙂
Sydni, thank you for this reminder to change how my product offering is presented. I tend to create solutions using my own preferred learning style. Now I will research and find out how I can better reach my audience through audios, videos or ebooks. It is always interesting to learn that some like to hear new material, some like to read it, and some like to see it!
Appreciate this good nugget this morning.
Love this information, Sydni! I used to struggle with marketing to my ideal clients. I tried all different things to no avail. However, I am not sure I had the correct mindset. I wasn’t thinking about how they would process it, I was thinking more about if I wanted to do it.
I think one of the things that really stood out to me was re-purposing the same things. Taking a blog post and making it a podcast & video, etc. Love that idea! Will definitely keep that in mind with my new ventures.
You’re welcome Kristi! So glad the article was helpful and gave you some new insight on how to package your message and use your content. It’s the simple shifts that have the greatest impact, right? 🙂