Many small business owners grapple with the idea of marketing because it can cost bucket loads of money to create a campaign that may cast a wide net to gather leads, but may only bring in a 2% return overall for the effort. As well, there is no guarantee the prospect is a qualified "would be" client initially so a weeding-out process must be in place to find the serious clients. All of this can feel like a lot of work for a little return on a big investment!

However, with a little bit of reframing marketing does not have to be a painful process of elimination just to find a few good clients. It can be mastered by adding more passion and ease if you understand a few significant points that fly in the face of what many think marketing is about. Follow these simple strategies to give your marketing an instant make-over to attract ideal clients while building better relationships.

First, identify who it is specifically you can help and how you can help them. Convey the 'pain' of a problem they may be facing by starting to build upon how your business can solve the issues for which they are experiencing.

Every business is able to help solve a problem for someone-- a specific type of person. Clarifying exactly what that problem is helps you identify who those people are that you can help immediately.

Second, position how you can help them through client success stories, testimonials, or by offering a 'before and after' scenario that gives a transformational experience because of your services or products. Most people make the mistake of selling their 'deliverables' not the solution to the problem people may be experiencing.

People are always in search of finding ways to improve situations in their lives and rely less on how the transformation is delivered. Trying to promote a service, seminar or book is just the vehicle in the means of how this information is offered. It is within the 'before and after' experience you create that is being sought after. Get clear about how you can take their 'pain' away.

Third, take this further by stating WHY it is that you actually care about helping this particular group of people.  What significant event or life experience brought you to this place of even wanting to do the work you are doing. You see, it is within YOUR STORY that you can leap frog ahead of your competition. People will champion someone who used a personal experience as a catalyst for them to step out and make a difference in the lives of others. Especially if they can demonstrate a solution so people don't have to experience the same 'pain'.

"Why you do, what you do holds more value for people, than just what you do and how you do it."

The benefit of this marketing strategy provides clear and direct messages about who you help, and why it is important to you. Your personal passion for creating a service or product that helps move people forward in their lives with ease is a greatest marketing message you have. More importantly, it positions you in a new light from all the rest of the competition out there because there is nobody else like you then!
 
  
© 2009 Wendy Burge - Radiant Edge Consulting.

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