One of the deepest gray areas for solopreneurs seems to be the creation of a marketing message that creates an impression and hits home for the consumer or prospect. It's exciting and tempting to tell your potential customers all about yourself: what an expert you are, what your background is, how your product or service is the best there is in a 100 mile radius and so on. And these are important observations, but let's face it — people want to know what's in it for them. They're asking themselves questions like, how will your service impact my life? How will your product solve my problem? "After all," the consumer in all of us says, "I'm the one spending the money so it's all about me!"
And rightfully so. Whether we're out to purchase a new website, a new filling for an aching tooth, or an e-book to fill us in on the latest facts about global warming, we want to make our purchase with full confidence that our money is well spent and our needs are met. If you use valuable space on your marketing material to tell your prospects how fabulous you are, they will leave your website or toss your brochure aside without feeling fulfilled, inspired to buy, or truly informed.
Take a look at your primary marketing materials. Do they tout your greatness or do they identify with your prospect's problems? Does your marketing message show a strong understanding of your prospect's needs and concerns? Does your content speak to them in a language they will understand, or does it seek to impress with the use of highly sophisticated jargon? The latter will most likely lead to a feeling of overwhelm and frustration for your website visitor and may even intimidate them, prompting them to move on in search of a more comfortable match.
Let's take a look at some examples. These are all quotes from websites found by a Google search of my geographic area.
If you were looking for a therapist to help you through a difficult time, would you opt for therapist A or B?
a. "We offer a variety of psychotherapy services and evaluation and management, based on your needs."
b. "Are you experiencing an emotional block, a difficult time in life, or feelings of sadness or overwhelm? We can help."
If you were looking for a someone to build a website would you choose company A or company B?
a. "A total solution website development and internet marketing firm and leaders in the industry. From basic websites to high caliber, image driven, custom e-commerce and database tools."
b. "Expand your income! With an ABC website design there is no limit to your success. We make it easy for your prospects to find you!"
How about a chiropractor to help your body deal with stress? A or B?
a. "We are experts in the removal of nerve interference caused by spinal misalignment."
b. "Is your life stressing you out right now? Chiropractic care and massage therapy will help you build a healthier, happier you. Learn more!"
Well, you get the picture. I think most of us would choose example B in all of the above. They all seem to understand that it's all about me, the consumer. Here are some basic tips to to use if you feel the need to revise your marketing content.
'¢ How many times do you count the words I or we in your marketing content? Try converting them to sentences that include the word you instead.
'¢ Use bullet points and questions, fewer words, and try to step into your customer's shoes when you write your content.
'¢ Pretend you know very little about your industry and write your content from a point of view that offers a solution to a problem or a need. Be as specific as possible.
'¢ Ask friends and colleagues who are not in your field of expertise if your new content speaks to them and entices them to want to learn more.
'¢ And of course, don't forget the very important call to action. Invite your prospects in with a free report, a complimentary consultation, or a video download.
'¢ Be user-friendly and let your prospect know that you understand their needs and that it really is all about them!