In the September Issue:
A lot of the business owners I meet are not marketers and consider marketing to be a necessary evil in their everyday operations. Many over-think and over complicate it, resulting in an unnecessary drain on resources.
To make sure your marketing is working, this is all you need to check:
- Any money spent on ads results in clients
- Your website is generating clients
- Any email campaigns result in clients
Make the client the hero of your business.
Starting with your marketing message, and later, throughout their journey with your brand, create hero moments for them - things that feel like little victories.
To scale and grow your business, you don’t need millions in turnover. All you need is to intentionally design, what they see, feel, hear and think about your brand.
Start with a simple marketing message.
Create a one-liner or elevator pitch that allows you to explain what you do easily. Whether in a Zoom
breakout room or at your local Country Club, having a one-liner that resonates with people can pique curiosity and interest.
A one-liner succinctly articulates:
- the problem your dream clients have
- the product or solution you provide
- what their lives or businesses look like after working with you.
Websites made simple.
Within three seconds of landing on your website, can your ideal clients answer:
- What do you do?
- How can they get it?
- How will it make their lives better?
If your site passes that test, here are some additional tips to get your website generating clients:
- Make it easy for people to buy from you with clear, direct calls to action, placed strategically throughout your website.
- Less is more! People don’t read websites. They scan them. Use headers like in magazines to set people up to know what they’re about to read.
Create a simple sales funnel.
Sales funnels are not as complicated as people think or make them. They’re about building relationships and inviting people to engage with you.
Start with a lead generator, such as a PDF document like a checklist, cheat sheet, whitepaper or case study. Or instead host an event, webinar or workshop.
The idea behind the lead generator is that in exchange for a free value, people will give you their email address.
Qualifying your audience by calling out who your lead generator is for saves resources and will make your ads perform better. For example, 7 best-kept marketing secrets for coaches.
When your ideal clients give you their email address, for the fantastic freebie you’ve shared with them, enter them into an email sales campaign, helping them even more by solving additional problems.
Overcome objections.
Not enough time, it’s too expensive, I’m not sure it’s for me, I have to check with x, are the most common objections for absolutely everything! You know the one you hear most in your business, so overcome that objection in an email.
Create a paradigm shift.
There are many myths and misconceptions in every industry. For example, some people think coaching is:
- the same as mentoring
- a form of therapy
- only for poor performers.
Identify the most common one you hear, and enlighten your audience in an email.
Ask for the sale.
You’re in business to make money. Without your business making money, you can’t show up to help, serve and make a difference in the world. Ask for the sale so you can keep doing what you love.
Sales funnels are a way to help your ideal clients get to know, like, and trust you without being pushy. They’ll work while you’re getting some R&R, and they can generate a significant return on investment.
Not everyone who signs up for your lead generator will be ready to buy immediately. That’s ok. Nurture them, even when they don’t go ahead with you. Create a nurture email campaign, positioning your brand as a credible expert who’ll be able to guide them when they’re ready. Remind them of the problem you solve. Continue to be of service by adding value to them in your emails.
Pick one platform.
Determine the most common place your ideal clients hang out and show up there. Don’t make
your life more complicated by trying to be on ALL the platforms. Choose one. Master it. Engage frequently. Show up consistently.
It’s your business. You get to decide how easy you make it! And believe me when I say, marketing doesn’t have to be complicated.
Meet Deirdre Martin
business Mentor
Deirdre Martin is a business mentor specializing in brand, marketing, sales, and customer experience
She is a StoryBrand Certified Guide, keynote speaker, business award winner, and bestselling business author.
Find Deirdre HERE!
