Do you truly believe that the value you provide (via your products and services) really make a difference in the lives of others?
Well, you have a responsibility to:
- reach out to people who are actively looking for your products and services
- help those who need your services – find you
You achieve these two objectives by using Marketing.
No matter what you have heard or learned, I want you to understand that this is what you use Marketing for: making people aware of how you can help them.
An Endless Stream of “Me-ness”
There’s an expert fitness coach I know who really disliked social media. The idea of regularly posting “promotional” content (like everyone else seems to be doing) simply stressed her out.
It’s not because she is shy – She’s actually a very outgoing and bubbly person.
It’s also not because she is a technophobe.
She just didn’t see the point of joining the endless stream of “Me-ness”. She could not understand how doing that would help her business grow, and she was totally right; “just posting stuff” on social media is not a good tactic.
Especially when that tactic is not part of an overall Strategy.
Understanding How Your Ideal Client Thinks
The preoccupation in your ideal client’s mind focuses on two main “hot buttons”:
- There’s a problem they have that they don’t want
- There’s a result they want that they don’t have
hot button: a topic or issue that is highly charged emotionally or politically.
e.g. “the hot-button issue of nuclear waste disposal”
Even though you have a valuable solution for these “hot-buttons”, your ideal clients are simply worn-out from being let down by other “solutions” that have fallen short of their needs and expectations.
Plus, they are bombarded by marketing and advertising every single day. We all are.
They aren’t paying attention to the vast amount of these marketing messages that are vying for their attention.
“…message and brand “exposure” can range from 3,000 to 20,000…No one can really process that many exposures. We can’t notice, absorb, or even judge the personal merit of 3,000 visual/audio exposures per day, let alone 20,000…”
3000+ marketing messages a day!
How do we as business owners get news of our valuable solution through to our prospective clients?
How do make our ideal clients understand that we have the very solution they need for their two main issues:
the problem they have that they don’t want, and the result they want that they don’t have?
The Four Keys to Effective Marketing
The expert fitness coach I spoke about earlier was correct: shameless, attention-grabbing will not help you attract serious, high value clients and customers.
If you want to use Marketing successfully, you will need to understand what effective marketing is supposed to do:
Effective marketing should…
- Capture the attention of your target market
- Encourage your target market to listen to your message
- Educate your target market about the unrivalled value of your product or service
- Lower (or complete remove) the risk of taking the next step in the buying process
When you know and understand the fundamentals of marketing, you will instinctively attempt to understand the preoccupation in your prospective client’s mind.
How do you get them to pay attention to you without resorting to gimmicks.
The C.E.E.L. Framework
When I am helping my clients craft an effective marketing message, I use a framework: a structured way of communicating understanding, expertise and value.
This framework creates a marketing message is so compelling, it effortlessly convinces your ideal client to invest their time (and money) in your solution. It also incorporates those four keys to effective marketing that I told you about earlier.
It is called the C.E.E.L. Framework and it is designed to cut through the barrage of unhelpful marketing and advertising campaigns that confronts them every day.
The C.E.E.L. Framework is made up of four parts: Capture, Encourage, Educate and Lower.
Capture the attention of your target market
Highlight the problem they have that they don’t want
You must get your ideal client to pay attention to your message and you do this with your “headline”. This is the first thing your ideal client sees when they visit your website or read any of your other marketing materials.
Your headline is also the first thing your ideal client hears – for example, when someone asks you what you do, your introduction is your first response.
Your headline is used to get their attention by highlighting the problem they have that they don’t want.
Encourage your target market to listen to your message
Highlight the result they want that they don’t have
Now that you have their attention, your “sub-headline” is the very next thing that they will read or hear.
It will prepare them for the “body” of your marketing – your main content.
Your sub-headline should address the result your prospect wants but doesn’t have.
Educate your target market about the unrivalled value of your product or service
Prove that your solution is superior in every, single way
Here is where you present your main content. This content…either verbal or in written…will educate them about their situation and the solution.
This part of the marketing conversion framework demonstrates that you can help them and that you and your product (or service) are superior in every possible way to your competition.
This section of the framework will also present your Market-Dominating Position and show why your business is unique.
Using the C.E.E.L. Framework can help gain and retain the attention of our prospective clients, but it will still take multiple “touchpoints” to move them along the buyer’s journey and finally get them to a point where they decide to work with you and/or buy from you.
Most businesses need to make 20 to more than 100 touch points before a prospect makes their buying decision.
“A touchpoint is a point of contact that a customer has with your brand. This can occur before, during, or after they make a purchase, both online and offline. Plot out the touchpoints of your customers so that you don’t miss out on the opportunity to engage with them and improve their experience throughout their customer journey.”
Most businesses do not encourage multiple “touchpoints”. They do nothing to follow up with their prospective clients. This provides an opportunity for the businesses that do use a multiple “touchpoint” strategy.
The C.E.E.L. Framework can reduce the required number of “touchpoints” to somewhere around 5 to 12 points of contact.
But first you must collect their contact information and gain their permission to continue “the conversation”, and that’s the purpose of the final section of the C.E.E.L. Framework:
Lower (or complete remove) the risk of taking the next step in the buying process
Offer them a compelling reason to continue their buyer’s journey
The finally section of the framework is used to further encourage your prospective client to take the next step towards ultimately working with you and/or buying from you.
“The buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service.”
We will offer them a compelling, valuable and no risk offer that makes it super easy for your prospective client to take the next step.
Ultimately, this means exchanging something valuable (and free) for their contact details.
Once you have their contact details, you can continue educating them on why you are the best choice for their needs.