Hi, I’m Ellie and I am a life coach. I have a certificate in coaching from one of the top coaching schools, and I help people improve their whole outlook on life.
How would you react if you heard that? Would it capture your interest? Would you have a clear understanding about what Ellie does and how she can help you?
If you get a glazed look of confusion when you tell people what you do, then it’s time to look at your marketing message.
Many coaches, consultants and other solo professionals think they have a clearly defined marketing message but the truth is that they don’t. It’s often the reason they’re not attracting as many ideal clients as they would like.
Let’s go back to Ellie. The focus of her approach is on services and titles. Your potential clients aren’t interested in these things. They don’t care about your industry or your degrees. What they care about is how you’re going to help them.
Remember that people don’t buy services. They buy solutions. So even if you’re an amazing coach, people aren’t interested in buying your coaching. What they want to buy are solutions and results.
If you’re going to help the people you’re meant to help and really make a difference, then you need to first be HEARD! And the only way you’re going to be heard is if you can explain who you help, what solution you provide, the outcome you help your clients achieve and why they should work with you.
To do that, you need to create a Magnetic Marketing Message.
A Magnetic Marketing Message is how you instantly communicate your unique value. It allows you to clearly explain what you do and who you help, so anybody hearing or seeing your message will understand your value and how it relates to their specific goal or problem.
In order to create a Magnetic Marketing Message you have to learn to think and talk like your ideal clients. You have to know what their biggest frustrations and desires are. When done right, your Marketing Message speaks directly to the heart and mind of your prospective client, creating an emotional connection.
You also have to be very clear about the solutions you provide and the outcomes you help your clients achieve. In other words, you need a clear niche.
Remember that a niche is not just a slice of your target market. It’s your target market combined with the solution you provide.
Ellie hasn’t identified who she helps or what solution she provides. She touches on a solution by mentioning improving your outlook on life, but that is just so broad. Chances are, Ellie isn’t quite sure who her ideal clients are and what their biggest challenge is. Either that, or she hasn’t figured out how to put it into words.
Here are some other criteria to use when evaluating your Magnetic Marketing Message. It should be:
- Clear
- Jargon free
- Concise
- Memorable
- Relevant to your target market
- Inspire emotion and curiosity
- Authentic and true to you
Understand that your message isn’t just a phrase you repeat like a robot. It’s a living, breathing thing that evolves as your business evolves.
But you have to start somewhere and the more you share your message, the easier it is to refine it. That’s why I want to give you a jump start you need to create (or refine) your message in a way that connects with your ideal clients and is true to you.
So I created a Brand Message Template that shows you the exact steps to create an authentic, client attracting message. I think you’ll find it very helpful!
Click here to get your Free Brand Message Template
Great post and this is something that I am still struggling with all the time. Creating the right email for my customers and placing a call to action in my emails.
Hi Beth – Thanks for your comment. Sometimes your only call to action is to leave a comment on a blog post, or send you an email with their top burning questions. It doesn’t necessarily have to be to buy a program or sign up for something. It’s important to balance your “buy now” or “sign up now” calls to action with “let’s get to know each other”. It’s all about building community and really getting to know the people you attract and letting them get to know you:)
warm wishes,
Cindy
I’m still working on my “magical marketing message,” but right now it is… Helping frustrated women finally get off the treadmill of trying to please everyone else so they can have a moment to find their true purpose and begin to create a life they love. It’s kind of long and needs some tweaking as you see. =)
Hi Cheryl – I took a peek at your website and see that there is a big emphasis on faith and God, but that isn’t reflected in your marketing message. I would also encourage you to get crystal clear on who those frustrated women are and what is at the real core of their frustration. Then make sure that your solution matches that frustration. I hope that helps. Don’t hesitate to reach out to me if you want to explore how I can help you answer those questions.
warm wishes,
Cindy