HOW IMPORTANT IS YOUR MARKETING MESSAGE?

Bob called last week from Phoenix, Arizona with some stunning
news about his web site. He first contacted me in the fall of
2003. He had a web site that was helping him generate a healthy
income but he sensed he could be doing even better. He wanted to
get more visitors to his web site and get more of them to
contact him about his retail liquidation services.

Are you interested in getting more prospects to your web site
and prompting more of them to contact you?

Over the two months I worked with Bob to help him clearly define
his target market, identify the problem he solves, and clarify
his marketing message. We improved the copy on his web site and
the structure of his web pages to prompt more people to contact
him. I showed him how to write articles and use them to generate
a steady stream of visitors to his site.

Bob was happy with the results of these changes, but I wasn't.
He was getting more visitors to his site and more inquiries, but
I thought there was potential for even more growth. I knew that
Bob could be doing better if he would just change his marketing
message. Despite my best efforts to persuade, cajole and prompt
him to rethink how he talked about what he did, Bob was happy
with his existing marketing message.

Prior to working with me, Bob had spent ten years regularly
experimenting with his marketing message and had found a
sentence that generated the best response he'd ever had. It was
working; he was keeping busy, making money and didn't want to
mess with success.

We finished our work together almost a year ago, so I was
surprised when Bob called last week. It turns out that he hadn't
stopped experimenting. He had taken my advice to heart after all
and been fine-tuning his marketing message so that it described
the problem he solves for his clients clearly and concisely.

With this new marketing message at the top of his web page, Bob
is getting 3 times the number of inquiries about his services.
That's 300% more people who know the problem he solves and who
are contacting him about his services.

How much more could you be making if you had 3 times as many
people contact you about your products and services?

When your prospects are considering a purchase, they are looking
to solve a problem. They might want to eliminate back pain, fund
their child's college tuition, sell off their excess inventory
quickly so they have more operating cash on hand, as in Bob's
case. In every case your prospect has a problem or need that
prompted their purchase.

Your prospects are hoping you can help them. They're hoping you
have the solution to making them happier, smarter and richer.
They are buying the result you provide.

When a prospect meets you or visits your web site, the first
item they should see is a statement of the problem you solve.
Your prospects then immediately know whether you can help them.

Why is your marketing message – your elevator speech – and the
way you talk about what you do so important?

At ten to twelve words long, your marketing message won't cover
all the problems you solve, establish your credibility or the
value you provide. But if the first thing you say to a prospect
doesn't get their attention, they won't stay at your web site,
read the rest of your marketing materials or listen to the rest
of what you have to say.

Bob spent over a decade experimenting to find a marketing
message that helped him generate a steady income and then in a
few months discovered he could improve on it by three hundred
percent. Don't wait ten years to do the same with your
marketing. Write, test and use a problem solving marketing
message and more people will contact you about your products and
services.
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2005 © In Mind Communications, LLC. All rights reserved.
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The author, Charlie Cook, helps service professionals, small
business owners and marketing professionals attract more clients
and be more successful. Sign up to receive the F.ree Marketing
Strategy eBook, '7 Steps to get more clients and grow your
business' at http://www.marketingforsuccess.com

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