Partner Article

Client attraction marketing messages

North East-based marketing expert Ford Henderson explains how to bring more new clients through your doors.

I don’t know about you, but I can’t count the number of telesales calls I’ve received where it has either taken five minutes to establish what the company actually does (by which time I’m so frustrated that I just say ‘No thanks’ anyway) or where the caller drones on and on about the product or service to such an extent that I have to jolt myself awake before I can even hang up.

The really sad thing about these calls, along with many other marketing efforts, is that these companies might actually have some wonderfully innovative and immensely useful products or services to offer. Because they put their messages across so badly though, they fail miserably when it comes to winning new clients and spend a fortune on marketing into the bargain.

Where are they going wrong? Well, without wishing to sound totally egotistical, their marketing messages don’t talk about ME! You see, quite frankly (and I’m no different to anyone else in this), I don’t really care about their products or services. All I want to know is how they can make my life better or easier or more profitable, and if they can’t tell me that within the first 30 seconds, they’ve lost my attention!

The psychology of buying

Essentially, people buy for emotional reasons and they buy benefits, not features. They buy cars with airbags, for example, not because of the airbags per se, but because of the feelings of safety and security that the airbags give them. They pay for consultancy services because the time that they would otherwise spend in doing research can more profitably be used elsewhere, or because they get the peace of mind that goes with receiving advice from an expert.

The trick to effective marketing is to have the prospective client pricking up his ears, and the only sure fire way to do that is to tell him what’s in it for him. He doesn’t want to hear about all the bells and whistles that go into making a product or long, boring explanations which cover all the ins and outs of your service business. All he wants to know is ‘What can you do for me?’ and it’s up to you to tell him right from the off through your own Client Attraction Marketing Message!

What should a Client Attraction Marketing Message say?

An effective Client Attraction Marketing Message looks at the world from the perspective of the potential buyer. It tells him in a few short words how you will make his life better by solving a problem, saving him time or freeing him up to do something more important, lucrative or enjoyable. Not only this though, but it lets him know instantly why he can trust you and, most importantly, why he should choose you over your competitors.

Never mind what your problems are, if you’re going to grab a potential client’s attention right from the start, you need to be thinking about his problems.

To contact Ford email ford@fordhendersonmarketing.com or click here to read more of his expert advice.

This was posted in Bdaily's Members' News section by Ruth Mitchell .