When you’re marketing your service, it’s so important to be deep and specific, in the way you are speaking to your audience.
I see MANY businesses getting this wrong, and it robs them of results.
Most business owners already understand that they should NOT be talking much about the features of their service. They should focus on pain points and benefits their target market is experiencing.
But if the benefits you discuss are too shallow, they’ll make your service sound the same as every one of your competitors.
So, for example, saying “we build great long-term relationships” is NOT a good benefit to describe in your marketing. Your competitors are saying exactly the same thing – regardless of whether they are actually doing it or not …
A much better way of saying it would be “our technology customers stay with us for an average of 36 months, with most going on to work on 3 or more projects with our team. As a result, they are often able to book new demos in the first week of their campaign, with ongoing lead costs of $70 or less”
Of course you’ll need the evidence to back up your claims. But if you’re great at what you do, you’ll have plenty of that.
The best way to get this specific level of pain points and benefits
… is directly from your BEST customers:
– Interview them about their experiences before and after working with you and take note of their exact language
– Review sales calls and emails between them and your company
– Have every client complete a Project Review after their project
This is great for your marketing and lead gen! It also helps you attract much more qualified leads who are exactly right for your business.
But also – when you understand your customers with this level of specificity …
You’ll naturally be the best fit to serve them.
