In business, where success is built on relationships and connection, marketing is a game of attraction.
Yes, you want to build awareness and put yourself on the map. But more than anything, you want quality clients—people who share your vision and who can partner with you to create exceptional results.
You may be investing in logos, websites, design and tradeshows—but if the people you want to attract don’t “get” what you do, or if you don’t show them value immediately, they will just keep walking.
So, how do you attract the RIGHT people—your dream clients—to your business?
This is the beauty of a powerful marketing message.
It can turn heads and get people to step towards you.
And the best part is, it’s a fairly simple way to dramatically boost your marketing results.
No matter what promotion you’re currently working on, there are a few strategic tweaks you can make right away to get more bang for your buck on your marketing messages.
Let’s take a look at 3 important checkpoints:
Checkpoint #1: Do Your Opening Sentences Say “We” Instead of “You?
It’s easy to get carried away with what you stand for, what you do best, but those opening sentences are there to immediately grab attention, and show your audience that you understand what they need and care about.
This doesn’t mean you have to write something “hype-y”. It just means it needs to be about the reader, and not you.
Here are a few examples tailored for an event planning business:
| Before | After |
| We know how important exquisite events are to your success. | Your success is built on exquisite events. |
| Our team brings together 50 years of combined experience. | A seasoned team you can trust, with over 50 years of event experience. |
| Our clients mean everything to us—and your satisfaction is our #1 priority. | You can expect dedicated customer-service committed to your 100% satisfaction. |
Checkpoint #2: Are You Describing Your Process, or Showing Them Results?
Studies show again and again that ultimately people are influenced by emotions, not logic. So don’t get lost in your own bells and whistles.
This can be tricky when you offer an elaborate service or a technical product, because it’s too easy to want to “nerd” out on why your equipment is the best, or why your process is so refined.
Always keep in mind that in the end, people care about what results you can bring them:
- Can you save them money?
- Does your service/product save them time?
- Do you make their job less stressful?
- Can you help raise or maintain their status or reputation?
Ultimately, a client will pick you because they believe you can provide them some benefit. And it’s always a good idea to clearly state that benefit.
Let’s take a look at how the same marketing message can be tweaked to appeal to different client emotions:
| Before | After |
| Our spring-loaded confetti canons shoot up to 32 feet. | (Appeal to Status) This high-end option creates an elegant rainfall of sparkling confetti, perfect for grand ballrooms and larger spaces. |
| (Appeal to Less Stress) Our foolproof canons safely launch up to 32 feet of sparkling confetti for an unforgettable moment that will dazzle your guests. | |
| (Appeal to Saving Money) For an unforgettable moment that won’t break the bank, our 32-foot confetti canon is the perfect choice. |
Here’s an easy formula to follow to make sure you’re doing just that:
“This confetti canon does [X], so that you can [save money, enjoy less stress, have a phenomenal event, etc.].”
Checkpoint #3: Do You Have One Clear Call-to-Action?
Before you write a single word, you should know what action you want people to take. In marketing speak, this is your “Call-to-Action” or CTA.
When you’re hungry for business, you may say, “I want them to do anything—call me, email me, check out my website.”
Don’t make them think, give them one clear next step to take.
The rule of thumb is a confused mind doesn’t buy.
So what types of Calls-to-Actions can you use? Here are a few ideas:
- Call for a free consultation
- Request a sample
- Schedule a site tour with our online calendar
- Register for the free webinar
- Request your free brochure or information kit
- Request a follow-up call
- Sign up for email updates
A solid marketing strategy must incorporate effective messaging, from the overall strategy to specific positioning and choice of words.
If you give this aspect of your marketing a little more thought and attention, people will notice.
You’ll stand out in a sea of competitors, and those dream clients will start knocking on your door.
If you want to see these lessons come to life, dive into my my FREE video mini-course, “3 Common Conversion Leaks and How to Fix Them.”