Have you received a sales call lately with a less-than-ideal client? Perhaps, as a business owner, it feels like you have to push a boulder uphill just to take your sales message to another level and really engage your prospects.
Before we continue, let us define what we mean by Refinement. Refinement means making a small change or “tweak”, changing a few things to make it more accurate, clearer, and precise for yourself.
I know it seems a little subjective, but that small change can make a big difference when it comes to delivering a fantastic message to your potential buyers or clients.
The first way to refine your marketing and sales message is by revisiting your target audience.
I know at some point, you’ll eventually get tired of doing all these targeting exercises. But the more experience you gain and the more clients, you serve, the more you will be able to refine, cultivate and mold them into an ideal clients for yourself. You’ll be able to attract more people you want. They may not be the same people you wanted to target last year or last month, but you can always attract more by revisiting your target audience.
Second, steal their language
Yes, you heard me right. Once you know who your target audience is, it’s time to use their words. How do they talk about their challenges? What do they say about their struggles? What do they want for themselves? What are the words they actually use? And make sure you use the same words when communicating with your audience about the services you provide. The best way to get your message across convincingly is to take the words right out of their mouths.
Third, refresh your market research.
This can be a bit exhausting, especially if you have done it before. When was the last time you did it? Maybe a year ago, or a few years ago, or even ten years ago. Now is the time to revisit your market research to get an update on changes and trends in the industry. Updating on the changes and trends is necessary to ensure you are targeting the relevant topics that your audience may be or already is focused on. With a quick and easy Google search, you can find a lot of content on the Internet that you can use to craft messages that appeal to your ideal clients.
Fourth, value proposition.
Now that you have a clear and fresh view of the current market, I want to make sure you know your value proposition and incorporate that into your messages. Make sure they are relevant to what your clients are going through, and that you are basing them on what they are facing, not what you need to sell them – that’s a much better way to appeal to your customers.
Lastly, narrow your focus.
I know you want to help everyone and believe your service is for everyone. And everyone needs a coach like you. Resist the urge to cover a broad field with your message. You need to narrow down and be specific so clients can easily see that your content is about them and for them. One of the biggest problems with messaging is that we spend a lot of time with words, trying to get our audience to understand us instead of showing them that we understand them. You should not go too far out on a limb and be so general that you miss the mark and do not get the response you want. So if you narrow your focus and create a set of messages for a specific audience, you’ll see how relevant and engaging you are to your audience if you narrow your focus and be very specific.
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Be profitable and be blessed.
