How Important is your Marketing?
By: Charlie Cook
Bob called last week from Phoenix, Arizona with some stunning news
about his web site. He first contacted me in the fall of 2003. He had a web
site that was helping him generate a healthy income but he sensed he could
be doing even better. He wanted to get more visitors to his web site and
get more of them to contact him about his retail liquidation services.
Are you interested in getting more prospects to your web site and prompting
more of them to contact you?
Over the two months I worked with Bob to help him clearly define his target
market, identify the problem he solves, and clarify his marketing message.
We improved the copy on his web site and the structure of his web pages to
prompt more people to contact him. I showed him how to write articles and
use them to generate a steady stream of visitors to his site.
Bob was happy with the results of these changes, but I wasn't. He was
getting more visitors to his site and more inquiries, but I thought there
was potential for even more growth. I knew that Bob could be doing better
if he would just change his marketing message. Despite my best efforts to
persuade, cajole and prompt him to rethink how he talked about what he did,
Bob was happy with his existing marketing message.
Prior to working with me, Bob had spent ten years regularly experimenting
with his marketing message and had found a sentence that generated the best
response he'd ever had. It was working; he was keeping busy, making money
and didn't want to mess with success.
We finished our work together almost a year ago, so I was surprised when
Bob called last week. It turns out that he hadn't stopped experimenting. He
had taken my advice to heart after all and been fine-tuning his marketing
message so that it described the problem he solves for his clients clearly
With this new marketing message at the top of his web page, Bob is getting
3 times the number of inquiries about his services. That's 300% more people
who know the problem he solves and who are contacting him about his services.
How much more could you be making if you had 3 times as many people contact
you about your products and services?
When your prospects are considering a purchase, they are looking to solve a
problem. They might want to eliminate back pain, fund their child's college
tuition, sell off their excess inventory quickly so they have more
operating cash on hand, as in Bob's case. In every case your prospect has a
problem or need that prompted their purchase.
Your prospects are hoping you can help them. They're hoping you have the
solution to making them happier, smarter and richer. They are buying the
result you provide.
When a prospect meets you or visits your web site, the first item they
should see is a statement of the problem you solve. Your prospects then
immediately know whether you can help them.
Why is your marketing message ≠ your elevator speech ≠ and the way you talk
about what you do so important?
At ten to twelve words long, your marketing message won't cover all the
problems you solve, establish your credibility or the value you provide.
But if the first thing you say to a prospect doesn't get their attention,
they won't stay at your web site, read the rest of your marketing materials
or listen to the rest of what you have to say.
Bob spent over a decade experimenting to find a marketing message that
helped him generate a steady income and then in a few months discovered he
could improve on it by three hundred percent. Don't wait ten years to do
the same with your marketing. Write, test and use a problem solving
marketing message and more people will contact you about your products and
2005 © In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the FrŽe Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com