Episode 40 Marketing is a Discipline that Determines your Business Growth

In whatever economy the world is in there is one key to business success and that is marketing. If you have effective marketing, sales becomes easy. More than the skills we have, we need to know how to attract the right customers. And more than the tactics of posting on social media and on our website, we need to learn about the strategy of persuasive influence. Let it be communicated to clients that we are the clear and only path towards the solution to their problem.  In order to come up with effective marketing, we need to keep the following in mind. First, learn to captivate them, get their attention so we can tell them the rest of our story and the services that we offer, and let them take action. Secondly, communicate the benefits! Talking about the benefits of your services every so often is what good marketing is all about. Customers want to know about the benefits over features. How will it transform their lives? With that, your compelling marketing message should have clarity of superior value. This message should be clear across all platforms used. Don’t confuse them, let them know what you are selling and most importantly, the value they are getting from it.  Another important factor to consider is, your marketing message should create rapport and connection. Have that empathy for your customers, understand their fears and struggles, and where they are coming from so that they can relate to you.  When your marketing message is credible then you build authority. It is easier to convince customers about your services when they clearly know you are the go-to person. What helps in achieving this credibility are the client testimonials and case studies in addition to the list of certifications that you have. There are always subtle ways of positioning and not boasting your authority. When customers see you are an authority, it takes away the accountability of decision making from them. It’s easier for them to decide.  What subjects most of us to indecision is the fear of loss, we are scared to commit mistakes in making a decision. That is why a compelling marketing message crushes those objections. It is important that we remove our customer’s decision fatigue so we can make sales. Let it be clear in their mind right away that we are the only solution to their problem.  One more important point is the call to action. Give them the reason to buy now not only because there is a discount or promotion but because if they won’t, there is something they would be missing out on. This is what you call a consequence of inaction. In summary, if you have a compelling message that the right customer resonates with, then sales is a no-brainer.

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