Are you tired of feeling overwhelmed and lost in a maze of words when trying to clarify and sell your amazing offer? Well, fear not, my friend, because I’ve got three proven steps that will help you increase those sales.
Be clear and specific with your offer details
It pains me to see businesses with great potential flailing because their message and marketing story isn’t clear. Their services and offers are not generating the excitement and curiosity about their brand like they expected.
Have you landed on a website but get confused when you read their content? Their marketing message is super vague or cryptic? The main opening header makes no sense to you and what they offer? As a marketer, I feel sad because I know they are missing out on client opportunities.
It’s sad.
If you want to sell more of your offers you need to GET CLEAR and specific about what your offer solves. As a matter of fact, it’s been proven that acting all mysterious on your website, for example, won’t intrigue your potential client to take action and contact you. All things considered, it is likely they wont continue to investigate and research who you serve and the outcomes your provide.
Also, before you position your business as the best choice to hire, I recommend taking a step back. take a step back.
Make it easy for your ideal client to understand that you understand their concerns and things they are looking to resolve. Let them know by articulating the probable problems they are facing. This is the first step in “attraction” marketing.
Here are three areas of focus to clarify and sell your offer
1. Research your market – be clear on what your client wants
It is wonderful to be excited about what we do. But don’t assume that your potential client gets excited by it…unless you speak to exactly what they need in the language they use.
I was on a call recently with business owners and the moderator was emphasizing how important research is to a business’s success. This group was for an existing group of businesses. Emphasis on existing. Not start-ups. Yet, with the feedback from the participants, it was clear many had done little to no research on who there target market was, pricing strategies, distribution methods, etc.
Starting a business without doing any research in the market is a bad decision and will leave you frustrated later. Have you asked your prospective clients what they want? What they think they need? What words trigger them? If you don’t do any research on your prospective audience, then how do you know your marketing message is market-ready?
I know the word “research” can be intimidating. One easy, and super effective way to gather intel is to interview people in the industry, prospects, and mentors. Surveys, questionnaires and old fashion phone calls are a fantastic way to collect the relevant information you need to understand what problems theya re facing and how you fit into the picture. You’ll be glad you did.
2. Be Specific – help your audience understand what you solve
I constantly see new entrepreneurs and small business doing two things that make it hard for potential clients to understand the offer and what they solve for their clients.
Mistake #1: The first thing they do is list out EVERYTHING they offer – they’re stuck in the features of their business rather than how these features can help others. Narrow down your services into one to three categories that will keep it simple for clients to see where you shine and how you help.
“If you confuse, you lose”, Donald Miller, StoryBrand.
Mistake #2: The second thing I see is vague and generic language about what they offer. It’s like code or such a secret that perhaps they think their prospects will be drawn to the mystery of it all. Or, it is so generic, you now become part of the noise. Mystery sends your visitors off your website and back to Googling for someone, or a business, that gives them that confident feeling that this business truly can help. They’ll slow down the scroll if they find social proof like testimonials and case studies to highlight the success of their clients.
Once you are clear on what your client wants and trying to accomplish, you are ready to create your marketing message.
3. Position as the solution by enlightening them on how you solve their problems
An important phase in your marketing should be to enlighten them about how your products and services work to solve their problems. We do this by creating a marketing story.
Creating a story might seem to be a new trend but it isn’t. The best and most successful companies have been using story to attract clients for decades. Apple is a great example.
They don’t advertise their features. You get pulled in because of status – once you own one of their devices you belong to a community. It’s cool to own these devices. You are now part of the cool club.
Unquestionably, your story is how you communicate to your clients that you understand their problem and you can solve it. It’s a great way to demonstrate your authority without positioning yourself and your company as the hero. It also helps you avoid listing out ALL of your services. With no context around how each of your services can solve their problem – it simply takes up space. It is the end result your client is interested in.
The goal of your marketing story it to make you so relatable that they can picture themselves in it.
This is why, in larger organizations, case studies are used. Generally, these studies focus on a business, the challenges and what they did or didn’t do and the outcomes that came from the decisions they made. As a result, they are quite detailed. It helps put things in perspective. Makes it relatable, while detailing the success that was achieved.
Clarify and sell your offer with a relatable marketing story
When your story becomes relatable and your potential client can see themselves in your story, they will begin listening more intently. If they listen more intently, that means they are now curious and engaged in your content. This increases your chances of turning this visitor into a hot lead and potentially become your client.
Obviously, the more you implement this process, the more you’ll be selling with authenticity and confidence. Plus, the sleazy sales pitches will exist no more. At this point, you’ll be well positioned to clarify and sell your offer with ease.
