If you want to grab the attention of your target market you must be able to seize them by the throat with a clear, concise and meaningful statement that specifically targets their wants.
Notice here that I say wants rather than needs.
You see people want many things….they have an itch that just has to be scratched right now… but they don’t necessarily need to do anything about the cause of the itch.
People need prevention but they want a cure notwithstanding the belief and truth that prevention is better than cure. Kids need disciplining now and then but how many want it? We need financial planning but we want to slash our tax.
You have to hit people where they live. In an emotional way that triggers a response. Then, having got their attention, you can make the connection between want and need.
So for your ideal client, how do you hit them? What is unique, special and different about you that they want? And how do you express that in a way that seizes their attention?
How do you create your WIIFM (what’s in it for me) for them about you and your business? You must be able to summarise what you can do for them, or what results you achieve for them, in a way that has them saying “Jeez, that’s interesting. Tell me more”.
For example:
- I show companies how to slash taxes using totally legal strategies that even accountants don’t know.
- In just two minutes I get staff to improve their sales figures by around 20%.
- I show Rotarians how to recruit 10 new members in just one week.
- I teach new parents 4 ways to instantly stop their kids wetting the bed… and save their marriage.
- I show counter staff three techniques that automatically increase sales by around 20%.
So now, if you’re getting the idea, write some for yourself.
Recent Comments