How easy is it for a 10-year-old to grasp your message? Let's analyze your compelling message about what you do in your business. It is quite important that you develop a clear and persuasive message about what you do–so clear that a 10-year-old can grasp it.
When you talk about it, make sure that you share it in a way that addresses the exact people that you help and what you specifically help them with. If you fail to do this, no one will get it, no one refers you, and no one wants what you have. The same thing is true when someone asks you what you do and you respond with a generic version of your services such as "I am a musician", or "I am a masseuse" or "I am a coach".
Even though you know that you have your own special approach and talent, the prospect doesnot. When you say dull things like this, you get lumped into a category with all of the other thousands of people doing the same exact same thing. This is what the people you are trying to get to be your clients are thinking. And this is why they do not want to pay for your services. They know that they can always get it somewhere else and maybe even for less money.
For example, which of the following statements make your eyes light up?
- I'm a Business Coach or I help artists make sustainable income through their passion
- I'm a Musician or I create music that helps people fall in love again
- I'm a Weight Loss Coach or I help first time mothers lose their pregnancy weight naturally and fast without dieting
- I'm a Dating Coach or I help busy executives find their soulmate
- I'm a Divorce Attorney or Everyone wants a happy marriage, but when that doesn't work out I help them get a divorce with decency
Biggest Mistakes Solopreneurs Make With Their Messages
- No one can understand them. They may comprehend it in their minds, but they are not valuing it. Being misunderstood is a frustrating situation. I know that some of my clients are able, over time, to convert people in those situations into paying clients, but it shouldn’t take as long as it does. So those messages are costing you time, Time in business is money. It just shouldn’t take that long. Most people say their labels, which are very dull. Or, they want to share their process with you. This is like the plot summary of a boring movie and people’s eyes glaze over and they stop listening.
- The messages are always changing. They’re constantly reinventing or revising. I understand the impulse, because people are unsatisfied with their messages and so they’re constantly re-writing them. One of the many problems with this is the timing. Lot of people are revising their message when they’re sitting in a meeting where everyone is going around introducing themselves. You can bet that several of the people at that table are frantically re-writing their message in their heads at that moment. ell, you know that that is not going to be an effective message; it’s not going to be your best message.
- The messages don’t build trust. When there is too much variation in your message, people start to doubt it. It may be subtle and it may even be happening on an unconscious level. Hearing the same basic message, literally in the same words, gives the listener confidence and trust that you really do what you say you do. If they are hearing your message for the first time and you are stumbling over words, waffling, being unsure or sounding like you’re creating it on the fly, they will feel as though you yourself are not sure about your own message! If it doesn’t come through with conviction and confidence, we have a sense of doubt (“Are you sure? Is that really what you do?”).
Create a Message That Attracts Clients Faster
An effective marketing message has the following four qualities:
1. They are CLEAR. Prospects get it. This is the difference between needing a Powerpoint slide and 30 minutes to explain what you do and having a 30-second message that immediately gets your prospect's attention.
2. They are COMPELLING. These messages have perfect clients asking for your business card in seconds. A compelling message is the reason someone says, “OMG, I need your card.”
3. They are CONSISTENT. Obviously, when you know you can be getting ideal engagement from a prospect, you are going to want to repeat that success over and over. A consistent message is simple to memorize and simple to deliver with conviction and confidence. It reliably attracts attention and you can stop having to craft a message on the fly in your mind (which allows you to listen to what others around you are saying, which you are not doing it you are in your head crafting your message).
4. They are AUTHENTIC. The message speaks from your heart about the promise you make to your clients. When you do what you do, deliver your full value, you are fulfilling that promise. It is a powerful experience that builds trust. This authenticity comes through in your demeanor and your energy and it is attractive. People feel it on a gut level,
My Coaching Request
To inspire someone to take action and pay you for your product or service, you must touch them on both the emotional AND logical level.
- What are the strongest emotions that my prospective customers are feeling right now?
- How can I tap into the emotions that they are already feeling and connect with them on a human level?
- How can I put the result that my product or service delivers into emotional, human terms that will motivate my prospect to take action and buy from me?