So you want to attract and convert more customers but where to start? For my money the key to attracting and converting customers lies in your messaging – the collection of words and images you use to connect with and communicate to your audience.
Connect and you are golden, miss and it sucks. To me, nailing your messaging is the single most important thing you can do in your entire marketing arsenal.
And in my experience most folks get it wrong – awfully wrong.
And it’s all due to orientation. A change in your orientation around how you view your communication objectives can be one of the most powerful tools in your marketing tool kit. It not only completely draws in your desired audience, but it makes every other marketing program you execute that much stronger.
When most people/companies develop their messaging strategies they do what most folks do – they look in the mirror. And then they tell you what they see. This is, of course, themselves.
And while we might be very handsome or pretty as the case may be, it’s just the wrong orientation.
Point the Mirror Towards Your Customer
Instead, you need to first put the mirror out – to your customer. What they need to see in your messaging is themselves.
Why is this so important and so powerful?
When you are communicating and particularly online when customers can flip off to another site at any instant, you need to connect with and identify with your customer/prospect as quickly and as relevantly as possible. You don’t have a moment to waste so you need to grab’m.
They are looking for something, and frankly, it can’t be you cause they don’t know you. But they do know who they are and their own situation. So, you need to play this back to them where they go “YES! That’s me..yes, yes, yes and yes!”.
When you’ve done this you can go home glowing because you’ve just unlocked the path to marketing happy-land.
So ask yourself, who’s that person in the mirror? That should drive your messaging strategy. At a minimum it should be the first thing you deliver. More later…
