Archive for the ‘Message’ Category
posted by Bill Doerr |
on alignment, differentiation |
“What do I / we do BETTER than anyone else?”
This question is designed to help you learn what your Ideal Client considers your COMPETITIVE ADVANTAGE or, as some like to say, your ‘Unique Value Proposition’ . . . the factor that makes you DISTINCTIVE and BETTER to work with than your alleged competitors.
This question belongs on every client survey!
So often the responses your clients give are rarely what you might cite as the factors that makes you distinctive and valuable to your clients.
It’s difficult to see yourself as others see you. But knowing what makes you ‘stand out’ to the kind of client you seek to attract is marketing TNT!
The insight this question produces often reveals a significant key to your competitive edge . . . in terms that the people you want to attract would actually use to describe you.
KEY POINT:
Learn what makes you STAND OUT . . . as your Ideal Client understands it!
posted by Bill Doerr |
on alignment, differentiation |
“Why do you see me / my firm as the BEST OPTION?”
The first question was focused on the factor/s that prompts a qualified prospect to understand why they need something you do or offer.
This question is designed to help you learn what it is about you that makes an Ideal Client perceive you as the best source of the solution they’re seeking. In other words, why do Ideal Clients perceive you to be a Preferred Provider of the solution they’re seeking?
The first question dealt with a MACRO issue . . . what’s the problem or PAIN that makes your kind of service relevant or desired?
This question deals with a MICRO issue . . . what is it about you / your firm that, all things being equal, makes you appear (everything is perception, right?) to be the BEST OPTION to get the solution they want?
Again, knowing what makes you STAND OUT to the kind of people you want to attract (at your competitors’ expense, of course) will help you attract the attention of and response from people who can best understand, value and desire the beneficial difference you can provide with your problem-solving expertise and services.
This question . . . is all about you . . . it’s all about what tells an Ideal Client that YOU . . . are the best provider of the solution someone wants.
KEY POINT:
Learn what makes you BETTER than your competitors . . . as your Ideal Client sees it!
posted by Bill Doerr |
“What made you to seek out someone like me?”
As a marketer, you are blessed (or, maybe cursed!) with an insatiable curiosity about many things. And whatever motivates your prospects is something you’ll find pretty fascinating.
This question is designed to help you learn what problem or PAIN your prospect is experiencing that makes you relevant.
Learning the ‘PAIN points’ that cause people to see you as valuable and relevant to their happiness is very valuable information for you to know. Why? So you can use it in your marketing MESSAGES that will help you attract the attention of people who may best understand, value and desire the beneficial difference you can provide with your problem-solving expertise and services.
This question is not about you . . . it’s all about your prospect and their ‘issues’.
KEY POINT:
Learn what makes you relevant . . . as only your Ideal Client can tell you!
