The goal of any effective marketing system is to eliminate objections before an actual conversation takes place. Unfortunately, many marketing programs are evaluated on the quantity, rather than the quality of leads that are generated. Since the most expensive and valuable resource you have is your time, it’s my belief that better metrics for marketing are 1) how qualified is each prospect you speak with, and 2) the closing ratio of those conversations.
In order to achieve these objectives, we need to eliminate as many objections as possible before you actually speak with the prospective client. What I want to drill down on today, is how to use your blog to address the concerns people may have about doing business with you.
Not surprisingly, the first step is to compile a list of concerns. Although it would seem universal, one I would not put on the list is price. Realistically, for consultants, advisors and experts, price is a function of how you are positioned in the marketplace. As Robert Parker’s detective Spenser commented, “The fee is what separates the amateur from the professional.”
One of the key benefits of implementing an intelligent marketing funnel is that you will be positioned as one of the leading experts in your field. As a result you will attract only those who are seeking the best. That’s who you want as clients. From a practical perspective, there’s always going to be someone who is willing to work for less, so marketing yourself as the low-cost provider ultimately means that you wind up battling it out with others over very small spoils.
So, disregarding price-make a list of the 5-7 reasons why people don’t do business with you or the concerns that you know they have.
What you have now developed is a list of 5-7 blog posts and possibly a separate page on your website called F.A.Q. (frequently asked questions).
For a blog post, simply start with, “I received an email from a reader who asked a question that I thought might be of interest to you.” Then, simply list the question and address it.
The format that works well for addressing most objections is the classic; feel, felt, found.
Feel: I understand your concern and why you might think that. The most important part of addressing any concern is to acknowledge the validity of it. No matter what you personally think, this is a concern that prospective clients have, so it’s valid. By acknowledging it, you immediately reduce resistance.
Felt: This is where you take it one step further by both communicating that they are not alone with this concern. Reiterating or paraphrasing the objection demonstrates that you understand it.
Found: This is where you make the switch and address the concern. However, it’s been my experience that many have found... Using examples or case studies whenever possible adds credibility.
Intersperse these 5-7 blogs between other posts that offer your perspective and opinion about your area of expertise. As I mentioned, once you’ve completed the cycle, creating a FAQ page for the website, in which all the concerns are addressed, is a good idea.
Remember, the goal of the marketing system is to ideally get 85% of the people you talk with to convert into paying clients. The way we do that is to make sure only highly qualified prospects get a chance to talk with you, and that the commonly held concerns are addressed before that discussion.
Food for thought
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube