A Blueprint for Developing Your Message
I have a question for you…
If you were a dentist, which would sound better when asked what I do?
“I am a marketer” or “I drive new patients into Dentist offices from Facebook.”
Targeting your message means less confusion creating content and ads, more high quality customers (Tweet this) who are attracted to you because you meet their needs specifically and they are willing to pay top dollar because you are a specialist.
So how do you target your message?
Follow this blueprint: (Tweet this)
- If you have customers, or a list of prospects, like an email list of at least 500 people or a Facebook following of at least 500, start by asking them about themselves. Use a simple and free surveying app like www.surveymonkey.com to ask the following questions. (Make sure to give just a week for them to answer and a chance to win a prize.)
a. When it comes to (industry), what is your #1 frustration/question?
b. What would success look like to you?
c. What is one (product/service) you wish we offered?
d. Demographic information.
- Review the information collected and see what trends form,and most popular phrases used. (This will come in handy when you start writing copy.)
- Whether or not you have a list, dial down into who you want to work with. If you’ve been in the field already, who did you enjoy working with most and/or who was the most profitable? If you don’t have customers yet, why did you get into business? Who do you want to help most?
- Once you have written down ONE person (just one, remember we are focusing here!), pretend to be that prospect and write a letter to you. Talk about their lives, their frustrations, joys and problems. Do not mention your products, programs and services no matter how much you want to. Give this person a name. A job. A family. Get super specific so that every time you create copy or ads, you are answering this person’s letter.
- Then, get super specific. (This one from my good friend Dave Dee:) Fill out this one line on behalf of your prospects….
If I could just ____________________.
For mine, it would be… if I could just get in more customers without losing a lot of time and money again, then I could stop being so stressed out.
Fill this line in.
- Then begin to create your content with this and only this person in mind. It will be scary at first as you will worry about the people you are losing out on. But I promise, it will make copywriting more efficient and your customers more likely to flock to you in the long run.
I went through this exercise myself and it changed my content. I was trying to focus things on those who might be clients and have already established companies with employees, and those who might join our Marketing Insiders program or enroll in one of our Done With You programs. That is trying to be for too many people at the same time. Now, I am focused on the DIYer or the person just starting out with my content, because you really want to learn this stuff to help make your marketing more effective. The person who is more likely to hire me doesn’t need to know the “how.”
How could you make your messaging more focused and effective?
Share with me your “If I could just _____” line in the comments section and you will have a chance to win a Mobile Phone Charger.
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