DO YOU STAND OUT FROM YOUR COMPETITORS?
There are many businesses which seem identical to yours. How do you differentiate yourself from your competitor? And how do you communicate that to your potential client?
WHAT PROBLEMS DO YOU SOLVE FOR YOUR CLIENTS?
‘My business solves its client’s social media management problems’.
‘I solve the problem of finding affordable, luxury holiday accommodation’
This isn’t addressing the client’s needs or solving a problem. It isn’t emotive and it isn’t specific enough. There are hundreds of businesses saying and doing the same thing. These steps will help you get really specific.
1. Identify who your audience is with in-depth profiling.Profilling guide
2. Once you have your audience clear in your mind, discover their challenges to achieving their goals and the emotions that come with these challenges.
3. Address those problems and emotions and become the solution.
So now my statement turn into:
‘My business offers its clients hope, simplicity, saved time, reduced effort, access to accurate social marketing and freedom from frustration’.
And then you format your message according to those needs and emotions. Solving the client’s problems and addressing their emotive needs as in the example below:
THE FINAL ELEMENT
Price your offer at a point where the perceived value you are creating is larger than the client’s cash outlay.
We are all more likely to say yes when we feel the deal is value for money and we are understood and our goals will be achieved.