I know. You’re great, and your business is great. Your people are great, and your product is great. And because of this, you want to tell everyone how great you are. After all, once they hear it, they’d be crazy not to hire your company, right?
Does any of this sound familiar?
Even if it doesn’t, it’s probably what you’re doing with your marketing today. If you’re talking about yourself more than you’re talking about your prospects, it doesn't matter whether you see your marketing in my example above or not. This is exactly what your prospects hear when they read your website or your marketing materials.
Here’s a bit of "no fluff" for you: No one cares about you, your company, your people or your product or service. They only care about themselves.
Think about it: You meet someone at a party, and they start talking about their kids. Do you care, or are you polite until you can’t stand it anymore? What about when you start talking about your own kids? Can’t you go on for an hour at least?
Make Sure You Know All Of Your Prospects' Pains
The best way to emotionally connect with prospects is to recognize their pains, challenges, issues and problems. If it’s obvious that you understand them, they’re going to want to talk to you about their pains, and they’re going to look to you to recommend solutions.
It’s like when someone says, “I know how you feel.” Right away, you’re starting to connect with that person because you have a shared experience. You can relate. You have something in common. You have something to talk about. You want to make your prospects feel the same way. This feeling is important because, remember, people buy emotionally. Feelings matter, so use them when you create your content marketing strategy.
Get To Know Your Prospects' Questions
This is important on so many levels. First, people are searching on Google and other search engines based on questions. So, you have to know them and deliver content in context to these questions. The better you are at answering these questions in blog articles, on your website pages and in the content you’re publishing, the higher you’ll rank on the major search engines and the more visitors you’ll get to your website.
These questions are also important because you should be mapping them to the buyer journey and delivering content before your prospects even ask. This further supports your prospects' ability to know, like and trust you. It makes them feel safe, and it further validates that you understand what they’re going through. The better you get at providing content that answers prospects' questions, the shorter your sales cycles is going to be and the more new clients you'll see deciding that they have to hire your company.
Create Stories That Make Your Prospects The Heroes
People don’t remember features and benefits. Yet, that’s what most people market. Instead, switch to stories. Tell stories, publish stories, create and build on stories. People remember these and share them. They connect emotionally to great stories.
Feature your current clients or customers in your stories. Make them the heroes, and your prospects will project themselves into those stories. They want to be the heroes in their own lives, and if your business is going to help them do that, they’re going to hire you, choose your company or buy your products.
Once you shift the focus away from you and put the light on your prospects, you’re going to notice a dramatic and relatively quick shift in the attitudes of your prospects. They’re going to look at you and your business differently. Think about your favorite doctor – how do you feel about him or her? Do you trust and respect this person? Do you value this doctor's opinion and listen to his or her advice? Wouldn’t it be great to have all of your prospects listening to your advice and following your guidance? Wouldn’t it then be easier to get them as customers? Of course!
Start Today Tip – You need to know how bad your current marketing is today. Go through your website and give it the RED/BLUE test. Circle in RED every instance in which you talk about yourself or use the word "we," "us" or "our." Then, circle in BLUE all the words that relate to your prospects or your clients, like "you," "your" or "clients." You should have 90% blue circles and 10% red circles. If this isn’t the ratio on your website, you need to rewrite it so that it’s all about your prospects, not about you. Make sure you apply this thinking to everything you do: every letter, every email, every brochure, every trade show booth, every sell sheet. Make it about them and close more deals.
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