If you’ve been following me for some time you’ll know that I’m a big fan of talking about the problems that your dream clients have and how you have to “go deep” in terms of understanding those problems.
Now the reason I say that is twofold.
Firstly, if you don’t have a deep understanding of the problem you can’t differentiate what you’re saying in your marketing copy.
You’ll sound like all the others out there who provide a similar service to you.
You’ll blend into the noise and won’t stand out.
Maybe I should call that yeah, yeah, whatever marketing because ultimately it’ll be dull and boring and the people you most want to be reading your stuff will just keep on scrolling on past.
Your content doesn’t stand out.
The second reason I talk about “deep pain” is because buying decisions are made based on an emotion.
A worry that causes them sleepless nights.
That impacts on their relationships.
On their ability to run their business, look after their kids, get a new job……
I’m sure you get my point.
It’s the emotion that triggers us to stop scrolling.
Creates a reaction.
Encourages us to take action.
Perhaps I’ll call that ‘hell yeah!” marketing. The people you want to target resonate so much with what you’ve said it makes them stop in their tracks and qualify themselves in.
The thing I see all the time is “yeah, yeah marketing” disguised as “hell yeah!” marketing and the reason for that is because the pain they’re highlighting in their marketing copy ISN’T actually what their prospects are worrying about!
Arrgghh!!
So much time and effort wasted.
This is your reality check…..your dream clients don’t lie awake at 2am to worry about:
“improved processes”
“brand awareness”
“increased confidence”
“more enquiries”
“better copy”
“a website that doesn’t work”
They worry about the IMPACT of those problems on them, their relationships, their business.
What you think is the problem isn’t actually the problem they’re worrying about.
The problems that you think they’re worrying about aren’t actually the things that are keeping them awake at night.
They aren’t problems that trigger the emotion.
These are pure logical statements.
It’s the impact that triggers the emotion.
Just think about that for a moment.
How many times have you written a post for Linked In or written a promotional post and focused on the logic?
More than you’d like to think eh?
Go back through your marketing materials and check in on the impact of the problem you solve.
If it’s not clear ask yourself this…..”if they don’t resolve that problem I can help them with. What’s the impact of that?”
That’s what you need to write about in your marketing copy.
Creating great compelling copy for your marketing is one of the topics that I cover as part of the PROMOTION phase in the DELicious Business Blueprint.
There are three ways to work with me.
Join me over in my free Facebook Group – The Growth Collective for more targeted training, advice and support.
The DELicious Business Accelerator online programme.
Mastermind. Either working in a group or as a private client.
Drop me a message if you’re interested in receiving the details. delyth@thisisplenary.co.uk
