“Enter the conversation already going on in your prospects mind.” -Robert Collier
Do you know what conversation is going on in your prospects mind?
Most small business owners don’t. They’re too busy shouting from the mountain top about how great THEY are vs thinking about what the RIGHT MESSAGE should be.
They just love pounding their chest stating what they THINK customers care about like “We’ve been in business since 1492.” “We have the lowest prices.” “We’re the best.”
What does having the right message mean? I’m about to tell you…
Someone thinking of buying or product/service or doing business with you is asking one question and one question only: “Why should I choose your business/product/service versus any/every other competitive option available to me?”
Do you remember Domino’s Pizza’s selling proposition they used many-many years ago? It was, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”
Think about it. They didn’t say they have the best-tasting pizza. They didn’t say they have the fastest delivery service. No! They mentioned the benefits of their service.
They said, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”
When you’re in the mood for pizza, what do you want? You want it to be fresh, hot, and you want it NOW. Domino’s gives you all that in their selling proposition, along with a guarantee! If it wasn’t fresh, hot, or delivered within 30 minutes it was free.
They were getting the RIGHT MESSAGE across to millions of people who wanted fresh, hot pizza right now. And they delivered (pun intended, ha)!
In my coffee & smoothie business, I didn’t promote coffees or smoothies. That’s so boring – and people don’t pay premium prices for boring! Plus it just made me a commodity. After all, a smoothie is a smoothie, right?
So instead of a smoothie, I offered a “vacation in a cup!” That’s the RIGHT MESSAGE. The product doesn’t matter at that point. People want it.
So, what kind of message are you sending to your prospects? Are you giving them a message full of benefits?
Another way to get the RIGHT MESSAGE across to your prospects is to show proof.
How do you show proof? Well, there are a couple of ways:
Now that you know you need the right message, it’s time to work on your plan of action.
Your Plan of Action:
Stacey Riska, aka "Small Business Stacey" is a serial entrepreneur who is passionate about saving small - and not so small - businesses one marketing plan at a time. She helps business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients/patients, MORE sales, and MORE profit. Stacey's in-demand "Small Biz Marketing Success Coaching and Mastermind Program" is transforming the businesses - and lives - of those who want wealth, freedom, and market domination. Her highly acclaimed book "Small Business Marketing Made EZ" lays out the 6-simple-step plan to get your marketing into ACTION - literally and figuratively. Stacey is also the creator of Cups To Gallons, the place where independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners go to learn how get into lucrative catering so they stop selling by the cup and start selling by the gallon. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn't!) and spending time with her amazing husband.
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