Great messaging comes out of asking the right people
Writing great marketing messages is one of the MOST impactful bits you can do in your business if you don't like to spend a lot of time on sales calls. It brings down the amount of "push" you need to get new clients. When your message resonates with the hearts and minds of those you'd love to work with, they come looking to work with you. This is easier on everyone's part!
Imagine it...your ideal client is looking for an answer to their issue. They find your website or your YouTube video or your FB post and BAM! They feel like you're speaking right to them. Inside they say "omg, she's totally in my head...that's exactly what I was thinking!" or they are just nodding their head yes. In the privacy and space of their own time, they read through various things you've written and then send you an email asking if they can work with you or click that buy now button. YES!!!
One way to get here is to run your messaging by folks who meet your description of your ideal client. You often can't see yourself if your messages are right on or not. You're too close. So get input from those that matter the most—ones that are likely to buy from you.
I don’t mean asking your current clients, even if they fit the description of your ideal client. You are already in a relationship with them, and they already hired you. This means they’ve passed the psychological barrier of deciding you are a fit for them, and their input will tend to be biased toward understanding your messaging.
In other words, they aren’t very helpful in helping you get new people in!
Asking people who fit the profile of your ideal client is a great way to understand what messages to use in your marketing, what products/services to offer, and can give you the right language to speak to them in. Speaking with folks who fit the profile of your client but are not already your client can be a simple way to get input on how your messages are being understood, what their needs and hopes are, how they take in information, and what their current beliefs are about your industry.
There are some truly awesome ways to do this that are all market-researchy and I've been learning to do this at a high level for the past year. But this high level research isn't always needed. You can do it in a more casual way if you are a consultant and work 1-1 with folks, have a small email list, or have never done this kind of research before.
What kinds of things do you ask people who fit your ideal client profile? Well, start by using them as a testing ground. If you are writing an e-book, or have a freebie, have a few testers review it and answer a couple of questions, such as what they learned, if it made them want to know more, and if it inspired them to take next steps with your work (in other words, follow the call to action I know you put at the end of your item!)
If you’re launching a new service or product, interview a few people before you finalize it to be sure you’re building a product/service that meets their needs. Later, have a few use it and share their feedback about what they liked and didn’t like.
Any marketing messages you write can be shared with these folks before you launch them to your greater audience. Tossing these messages out in short FB posts to see which garner a conversation and which fall flat gives you valuable insights into what folks are responding to, and what they aren't.
Let me make one side-note here: do not ask for just anyone's input. Opinions are like noses—everyone has one. If you ask your colleague, friend, family member or other random person you will get input that is just not relevant. Because if they don't fit the profile of your ideal client, their opinion simply isn't helpful. So don't muddy your waters and ask the wrong people. At best, it's confusing and at worst, it will actually give you messaging that does not work with your ideal client.
Finding out beforehand whether your marketing creates a response or not sure beats sending out your campaign messages only to hear crickets in response. Ditto for delivery and customer service. Getting comments on how that experience came across for testers and making adjustments feels better than hearing from a customer who’s had a bad experience. Using people who fit your ideal client profile to preview your materials will help you be sure that what you are creating will be well received.
So get out there and get asking! Enjoy getting feedback from your peeps and see where it leads you.
This info is shared from my book— THE AUTHENTIC MARKETER: The Real Girl’s Guide to Know Your Worth, Get More Clients & Grow a Business that Genuinely Fits Your Lifestyle. Learn about the book here if you'd like more content like this.
Linda believes that small business owners can step into a better version of their business when they embrace authenticity and become more fully themselves. Her 25-year marketing career has included Kimpton Hotels, Jamba Juice, and Disney helping her clients win awards and placements in publications like The Wall Street Journal and TIME Magazine, as well as on the front cover of WIRED magazine. You can visit her website here: lindabasso.com or join her FB conversation.