WHAT’S THEIR PROBLEM? How do you begin a dialogue with a prospect, be it in person, on your website or in print?
You talk about your client’s business problem.
What IS your client’s business problem?
Answering this question is hardest part of marketing. What we all do instead, is focus on our solution, i.e. “what we do.”
“We sell network management software.” “We are a business-oriented law firm.” “We trade commodities.”
Worse still, we continue talking about ourselves: how many employees we have, how many years we have been in business, where our head office is.
Let’s think again. Are you worried about vulnerability of your IT systems today? Do you dread losing your information assets? Aha, our network management software has worked wonders for clients just like you.
Are you thinking of expanding your business? Do you know how to find an experienced team that knows your industry backwards and can deliver. Are you looking for a team that has done this kind of transaction for many years. A team with best experience and knowledge of your industry in country? We don’t just deliver wordy legal contracts, we deliver cost-effective business solutions.
Do your clients want specialty products delivered in exactly way your clients want to receive them, sometimes in custom format? We don’t just trade commodities, we deliver service and quality every time, in just way you want it.
Every good piece of marketing collateral starts by setting out business problem. Because reading this, your client will say, “finally, someone who understands what I am struggling with.” This is your “hook.” The hook requires empathy. Later you will apply logic. i.e. why your service is ideal fit for his problem.