A lot of service providers make a big mistake when it comes to writing their marketing material – they focus too much on explaining the services that they provide. For example, how many coaching websites have you seen that explain what a coach is and what a coach does? It’s standard fare on a lot of sites and it isn’t gaining the coach any credibility.
When someone markets a product they do not give you information on how the product is made or the technology required for it to work. Light bulb companies do not explain electricity to you because they know that all you care about is finding a cost effective, energy saving bulb that works when you flip the switch. You don’t need to understand how the bulb saves energy in order to trust that your electric bill will be positively impacted by energy saving bulbs.
Services providers can learn a lot from the light bulb company because the truth is that prospective clients are not looking for an in-depth explanation of your profession. They really want to hear about the results you provide, how you are going to make their life easier, and a direct route to a solution. Therefore, when crafting your marketing message really think about their problems and the things that keep them awake at night. What would they do anything or pay anything to achieve or solve?
Get specific about what you really do for clients. Speak in terms of benefits and results rather than a description of what you do. Skip the jargon, technical lingo, and confusing language and focus on what’s in it for your clients.
- Write out the specific and numerous benefits, results, and solutions clients receive when using your services.
- Create a series of statements about those benefits and solutions that are so simple a 6 year old could understand and repeat them.
- Combine those statements into a captivating 3-4 sentence statement that you can use in all of your marketing communications.
Figure out what your ideal clients are really seeking as it relates to the services you offer. Put yourself in their shoes to understand what you would want to hear if you had that problem. Write a message that empathizes with your clients’ desired results in life and speak from the heart. Focus on the results and remarkable advantages of working with you. Check out Soulful Entrepreneurship for Horse Lovers for more information on crafting a values-based marketing message.