Interestingly, the hardest part of marketing is also the easiest to correct. It’s really more about a slight shift in mindset, which once you make it, will result in a lot more prospects engaging with you. Allow me to explain.
We all want to sell our products or services-that’s a given. However, in our zeal to do so, we fall victim to the trap of leading with our solution. It’s the classic, You don’t know me. I don’t know you…but want to buy my stuff? (OK-you’d say it a bit more elegantly, but you take my point.)
When you lead with your solution, the only people who engage with you are those who have already arrived at what the specific solution is to their problem is. Now they’re just shopping for where to get it. And, while they’re doing so, they’re also shopping for the best price.
That’s ok if your selling a commodity product, but not for those of us who are marketing high-value services.
So if we don’t lead with the solution, what should we lead with?
It’s simply the answer to one or two questions.
Think about your solution. Now write down the answers to…
1) What problems does this solution solve?
2) What benefits does your solution offer that others don’t?
That’s what you lead with.
It’s one of the reasons why the opening sentence of, I know from speaking with (others similar to the reader) that most of them are concerned about (some specific solution), is extremely effective in sales letters and website copy.
We all want to sell our services quickly. I get that. However (and ironically) in order to do so, we need to build a bit more of runway before we talk about our solution.
The answers to the 2 questions are what your runway is built on.
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