Someone asks you what you do and you respond with your best elevator speech, but no one seems interested… You write emails and marketing materials that seem to say what they have to say, but very few respond.
You are confused / or because you have directed those documents to your target market, you have talked about all their benefits and their value, and still, you do not get the answer you want. Frustrating, right?
At this point, it is possible to forgo marketing altogether. You decide it’s not worth all the effort if no one responds to your message. But surely you would like to have a message that actually works, attracts attention, generates interest, and the response that you want to obtain.
Is there a “secret formula” that you can apply to the marketing of your products and services?
The answer is “Yes,” and it’s the most important marketing principle you’ll ever learn. When you finally understand it, you will think: “That seems to be totally obvious, why didn’t I realize it before?”
When you use this “secret” marketing formula, you will immediately see a change in the attention, interest, and response you get from your marketing efforts.
I will explain it to you in the simplest way possible.
The secret is this: When they communicate about their services, most people immediately focus on the benefits and value of the service they offer, that is, the focus is on you. “This is how we can help you, this is what we can do for you, this is what you will get if you work with us”, etc. It’s about “ I, I, I ”.
It’s not that you shouldn’t communicate all that information at some point. The secret is that you should never communicate it FIRST! You will be much more successful if you communicate SECOND.
You see, the first words out of your mouth or found in your document (brochure, email, etc.) are all about you and what you can do, customers are absent. Customers don’t feel like you’re listening to them. And that automatically creates Resistance: “Here this person tells me all the amazing things that his company can do and I really have no idea if they really understand my situation”
So if you don’t talk about yourself first, what are you going to say?
Talk about potential clients, their situations, their challenges, their problems, their pain, their frustrations, and even their aspirations and goals.
In the first few words of your marketing message, you are essentially saying: “I understand you, I feel your pain, I know what you are missing now and I know what you want, I have been in that situation before, I completely empathize with you… situation”.
And there is nothing in the first part of the message that is about you. It’s all about them. And guess what? When you talk about them, they pay attention in a completely different way.
And that is what generates attention and interest.
After you’ve communicated that clearly, only then talk about what it is you offer that addresses that situation, makes their challenges easier, solves their problems, alleviates their suffering, reduces their frustration, and shows the way to achieving their goals.
I call this method of marketing communication “Marketing Syntax ”. You see, syntax is the order of things. If you say things in the correct order, they make sense. If you use the wrong order, you don’t connect with the other.
The Marketing Syntax Is Simple:
1. Talk first about your situation, problems, and aspirations.
2. Then about the results you get.
3. Tell stories that show how someone who was in situation #1 is now in situation #2.
4. Explain more benefits if necessary.
5. Make a call to action. Invite them to discover more.
I am not going to go into points #3 – #5 in this article as I want to give some real examples of verbal and written communication for points #1 – #2.
Audio Logo – This is the phrase you use when someone asks you what you do. Apply marketing syntax: Imagine that someone asks you: “What do you do?” Here are some examples of good and bad responses:
Mala: We help people to have health and vitality.
Good: We work with people who have chronic health problems.
Mala: I am a coach and I work with people to achieve their goals.
Good: I’m a coach who works with successful people who are still having trouble reaching some of their most important goals.
Bad: I help companies dramatically increase their profits.
Good: I work with companies that are not satisfied with their current earnings.
Bad: I work with professionals to help them get more high-end clients.
Good: I work with professionals who want to get more high-end clients but don’t know where to start.
Please read this carefully. You will realize that the bad answers are about what you do, about your results. The good ones are about the situation of the potential client, their problem, their frustration, or their aspirations.
If you follow the good examples, you will find that potential customers want to know more. You can then tell them about the results you produce for clients, share some stories, and explain some of the benefits.
To see a written example, you don’t have to go further than this article. Did you notice that I opened it with three paragraphs that were all about you and your frustration of not getting the desired results with your marketing messages?
That appealed to you because you could totally relate to what he was saying. I showed you that I understood what was happening to you. And only afterward did I explain what you need to do to get the attention, interest, and response you want.
Conclusions
That marketing synthesis approach can be used in articles, copy for your website (especially on the home and service pages), and promotional emails.
I think as I said at the beginning, that this marketing syntax is the most important idea about marketing that you will ever hear. You have to take a good hard look at this concept, study it, implement it in your marketing communications and messages, and refine it (both verbal and written messages) until it gets the attention and interest you deserve.
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