Hi, I’m Ellie and I am a life coach. I have a certificate in coaching from one of the top coaching schools, and I help people improve their whole outlook on life.
How would you react if you heard that? Would it capture your interest? Would you have a clear understanding about what Ellie does and how she can help you?
If you get a glazed look of confusion when you tell people what you do, then it’s time to look at your marketing message.
Many coaches, consultants and other solo professionals think they have a clearly defined marketing message but the truth is that they don’t. It’s often the reason they’re not attracting as many ideal clients as they would like.
Let’s go back to Ellie. The focus of her approach is on services and titles. Your potential clients aren’t interested in these things. They don’t care about your industry or your degrees. What they care about is how you’re going to help them.
Remember that people don’t buy services. They buy solutions. So even if you’re an amazing coach, people aren’t interested in buying your coaching. What they want to buy are solutions and results.
If you’re going to help the people you’re meant to help and really make a difference, then you need to first be HEARD! And the only way you’re going to be heard is if you can explain who you help, what solution you provide, the outcome you help your clients achieve and why they should work with you.
To do that, you need to create your Magical Marketing Message.
A Magical Marketing Message is how you instantly communicate your unique value. It allows you to clearly explain what you do and who you help, so anybody hearing or seeing your message will understand your value and how it relates to their specific goal or problem.
In order to create a Magical Marketing Message you have to learn to think and talk like your ideal clients. You have to know what their biggest frustrations and desires are. When done right, your Magical Marketing Message speaks directly to the heart and mind of your prospective client, creating an emotional connection.
You also have to be very clear about the solutions you provide and the outcomes you help your clients achieve. In other words, you need a clear niche.
Remember that a niche is not just a slice of your target market. It’s your target market combined with the solution you provide.
Ellie hasn’t identified who she helps or what solution she provides. She touches on a solution by mentioning improving your outlook on life, but that is just so broad. Chances are, Ellie isn’t quite sure who her ideal clients are and what their biggest challenge is. Either that, or she hasn’t figured out how to put it into words.
Here are some other criteria to use when evaluating your Magical Marketing Message. It should be:
• Jargon free
• Relevant to your target market
• Inspire emotion and curiosity
Keep in mind that creating your Magical Marketing Message is often a work in progress. It’s going to change over time, and that’s totally okay. It’s not something you spew out like a robot, whether online of offline. It’s a foundation for communicating what you do. It will change over time, and evolve as your business evolves. And that’s a good thing.© Copyright 2013 Cindy Schulson