How to Become a “Marketing Jedi”, So Clients Can’t Resist You… Part 2
The Winning Marketing Message Framework
“You’re all clear kid, now let’s blow this thing and go home!”
In the first part of this ‘mini saga’, we uncovered your very own “Jedi Mind Trick” that will help you get deep inside the mind of your ideal client, so you can create a marketing message and campaigns that works 80-90% of the time, first time.
If you missed part 1, go back and read it as this won’t make much sense, and you’ll think I’m nuts… (You’d only be half right… 😉 )
Ok, so you’ve conducted your interviews, gained a deeper insight into your ideal clients than any of your competitors will ever have.
You’re now Luke Skywalker, flying through the Death Star trenches…
All you’ve got to do is pull the trigger to be the hero.
The Winning Messaging Framework I’m about to share with you will show you how to take the insights you gain from your interviews, and put them together in a systematic way of presenting your offer and and crafting your message throughout all of your marketing.
This is a powerful framework that will have your ideal clients wondering whether you too have Jedi Mind powers, as they won’t be able to resist working with you!
You can use this across all of your marketing.
- Your campaigns
- Your website
- Your sales copy
- Your emails
- Your print advertising
…Pretty much any type of marketing you can think of.
For the purpose of showing you how it works, I’m going to use the example of a sales page/letter.
Let’s say you’re selling personal training (for no other reason than this is the first thing that came to me as I write this…!).
You would start your copy with their biggest problem as a headline.
If you’ve got a good soundbite, your headline can also work very effectively as a direct quote:
“I Was Embarrassed About My Body For Years, But It Was Only When My Four Year Old Grabbed My Belly And Laughed, That I Had To Do Something About It“
So you start with a problem, and next you hint at the solution.
Careful though. You don’t want to dive in and describe your entire solution, service or business in detail yet. You’re just teasing it here…
“5 weeks later, my four year old was laughing again. Only this time it was because I was chasing him around the garden for an hour…”
So you’re leading with the problem, then giving a tease about the solution. Not your entire company brochure…
Once you’ve done that, you want to describe the consequences of the problem.
Both what they’re experiencing now, and also what would happen if they didn’t solve this problem. All using the exact words given to you by someone who’s been through the very problem you help people solve.
Once you’ve created a vivid picture of these consequences, now it’s your turn. This is where you describe your solution in detail.
Just make sure you follow these simple rules…
- Lead with a benefit and always relate this back to the person.
- Show how each benefit helps that person get a result.
- Describe how the benefits of your solution are unique, but uniquely crafted around them and their needs.
If you’re reading this before doing an interview, I can pretty much guarantee these benefits won’t be the same ones that you think they are. They’ll come from all of the things that you uncovered in the interview, from your actual clients. What you think is the biggest benefit, probably isn’t in their eyes. The majority of the times it ends up being something you never even considered…
Once you’ve described your solution, you’re going to start bringing up any objections that you’ve identified from the interview.
You bring them up and you overcome them up front, because you want to make sure that you’re not leaving anything to uncertainty or doubt. An uncertain mind doesn’t buy…
Objections handled, you’ll want to show how you minimise the risks, or reverse the risks if you offer guarantees.
Finally, you just need to tell them what to do.
You need to give them a very clear call to action. Whether it’s a sales page, an opt in for some kind of lead magnet, or asking for a sale…
You need to be very specific and tell them what to do next. If you can put a genuine element of urgency or scarcity into the mix here, it will help to move anyone still on the fence, to take the action you’d like them to take.
So there you have it…
My Secret “Jedi Mind Trick” that helps you get deep inside the mind of your ideal client, so you can create marketing messages and campaigns that give you a winner with 80-90% certainty that you’ll start attracting and catching ideal clients almost straight away.
The reason it works is because every piece of your marketing talks to your ideal client’s specific needs, wants, hopes, dreams and fears, USING THEIR OWN WORDS!
This Isn’t Really a “Jedi Trick”…
It’s just common sense. Yet I’m amazed how few people (especially those who run marketing departments, agencies, consultancies or claim to be ‘experts’) actually do this.
Yes it’s a bit of work upfront to find, schedule and conduct the interview(s). Then you have to deconstruct what comes out of this and put everything into the framework I’ve laid out.
But you only need to do this once or twice a year, and you’ll have all the marketing ideas you’ll need for a year or more. All from simply talking to the people you want to help in the first place, with a genuine desire and curiosity to…
- Understand how they think.
- Understand their internal struggles, secret fears and desires.
- Understand what their life looks like with the problem in it, and what it looks like without it.
- Understand how it feels to be them…
Using what you discover, you’ll create messaging, marketing and sales copy that magnetically pulls your perfect clients into the palm of your hand, faster than Darth Vader in The Empire Strikes Back (the best of all the Star Wars movies. Fact!) rips Han Solo’s blaster from his grasp, when he’s revealed in Cloud City by Lando Calrissian…
I promise that’s the last Star Wars reference!
The reason this is so effective is because it’s the opposite of the way your competition, and to be frank, the majority of businesses see their clients. This approach to marketing shows them you’re different. That you actually care. That you understand them.You get what it’s like to be them. Meaning they see you as the best person to help them.
Stop Making This So Hard!
If you take what I’ve given you over this little saga of mine, and ACTUALLY USE IT, I can guarantee with 100% certainty, one thing…
If you need to create your own marketing, but have no idea where to start. Or you have someone else running this for you, but it’s just not as effective as it should be, this will make marketing so much easier i
I’ve been doing this for over 15 years now, and I still try to interview a client or perfect prospect that a service is being offered to, before ever thinking about how to create any marketing for the business.
That’s because your clients will help you create all the marketing ideas you’ll ever need, and they’ll do it a lot better than you or I.
Following this process makes the often daunting task of creating a marketing message that attracts a flow of ideal clients, simple. It’s not the only way, but it works for me and our clients very well!
If you would like a copy of the questions that we use to interview, then by all means send me a message and I’ll be happy to send one to you.