Put Your Marketing To The "So What?" Test

Written by Kevin Dervin

Want to get Better at your Marketing today?

For many service business owners, marketing can be a real mystery. We don't really know exactly how it works. We're not real sure about what works best for us. And probably because of some past frustrations, we're not even sure where to start.

Most seem to at least have a notion of what's involved in marketing...a web site, Yellow Pages advertising, brochures, direct mailings, networking, seminars, trade shows, etc.

But if that's all it took, wouldn't we all be attracting enough clients?

I'm sure you've tried one or more of these things at least to some degree. And I'm sure you've had at least some successes now and again. But are you able to make it work consistently for your business?

If not, what could be going on?

First, let's agree to a definition of marketing. Here is my favorite one for small, service-based businesses:

"Marketing isrepparttar use of strategies to generate a constant supply of high-quality leads for your service business." Simple to understand and speaks directly torepparttar 148021 results we want.

OK, so doesn't this definition take us right back to what we said we already knew about marketing... a web site, Yellow Pages advertising, networking, etc.? Well maybe, but first it's important to understand why your current marketing activities aren't producing consistent results.

Put your message and materials torepparttar 148022 "So What?" test.

Start with your core marketing message. Pull out your most frequently used marketing tool and read it out loud. Put it torepparttar 148023 "So What?" test.

After you read it out loud, is it possible that your intended audience could respond with... "So What?"... "Why do I care?"... or "What's in it for me?" If your message doesn't tell your intended audience what solutions you are providing to address their issues/problems/challenges, and how it relates torepparttar 148024 benefits they'll receive from your services, then a "So What?" response is exactly what you might expect.

Messages and materials that are all about who you are andrepparttar 148025 history of your company and what services you offer and why you're so qualified to provide these services and how you partner with your clients to acheive superior results, etc. are likely to failrepparttar 148026 "So What?" test.

Do You Get Attention With Your 30-Second Introduction?

Written by Kevin Dervin

I went to a networking eventrepparttar other day whererepparttar 148020 meeting leader said, “We’re going to skip doingrepparttar 148021 30-second introductions today because mine’s so bad and it doesn’t work that it nauseates me.” I thought to myself, WOW! I’d skiprepparttar 148022 next networking meeting until I’d worked out a new introduction.

Do you get attention with your introduction? Are you prepared to introduce yourself at your next networking event or for when someone ask, “What do you do?” Consider these tips for developing an attention getting introduction.

1. Start With The First 10 Seconds. What if 10 seconds is all you get? Does your first sentence tell your listener enough so they understand what you do and inspire them to want to know more? Here’srepparttar 148023 simple, but effective approach. “I work with [type of clients] who have [these types of problems, issues or challenges].” That’s it. Don’t try to sugar it up or make it real catchy.

2. Avoidrepparttar 148024 What You Are Approach. “I’m an accountant” or “I’m a marketing consultant” or “I’m a financial planner” or “I’m a growth coach”. You’ve heard them time and again. You’ve probably even done it yourself. The problem is your listener(s) may not understand whatrepparttar 148025 title means or even worse they may fill in an incorrect definition.

3. Avoidrepparttar 148026 What You Do Approach. “I do small business accounting including sales tax and payroll” or “I provide business owners with mentoring and training in comprehensive strategies to improve bottom line results…” Tends to be boring and doesn’t helprepparttar 148027 listener(s) understand what they get as a result.

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