How To Write Marketing Messages That Attract Customers Like Magnets

Click here for Show Notes as a Downloadable pdf When the content of your marketing messages is focused on the needs and problems of your target audience with information and keywords important to these prospects, your buiness message is far more likely to be found during online searches. It is also more likely to be remembered, whether it was seen online or offline, because you are speaking to your prospective customer rather than pushing your business at them. No one likes to be “sold,” but most everyone likes to buy things they want. Customer-focused messages transform your marketing into customer magnets! A Step-by-Step ‘Base’ Recipe to YOUR “Secret Sauce” for Customer-Focused Messages Write all your marketing messages content from the perspective of your target audience—online and offline. Talk to your prospects, not at them. Carefully review all marketing messages to make certain they contain words and phrases that your target audience would use when searching for what they want. Caution: be certain you are talking to your prospects rather than search engines. Avoid becoming obsessed and over-packing your messages with keyword after keyword, such that your messages no longer sound like people talking to each other. Search engines are targeting-“tools,” not your target audience. Be the solution to the problems your target audience is likely to have, by providing relevant content on your Website Be the source of answers to the questions your target audience is likely to have, by providing relevant content on your Website. Be the source of answers to the curiosities your target audience is likely to have, by providing relevant content on your Website. Decide upon a plan for how often you will add new content to your Website—remember these are new reasons for prospects to visit your marketing messages, and new opportunities to strengthen your ‘expert’ position as well as develop the trust of your target audience. And all of this is without paying for AdWords and expensive SEO (Search Engine Optimization) strategies! When your marketing messages and Website content are focused on serving your customers, including thoughtful consideration of which keywords your customers and target audience would most likely be using, your Website content IS your SEO strategy. Who’s Doing It Right? While representing only a very small percentage of the businesses involved in marketing both online and offline, there are businesses are out there that do already create their marketing messages from the perspective of their target audience. Would it surprise you to discover that those businesses that develop their messages in this manner are also particularly successful? A few examples: at the Enterprise level include Coca Cola, Proctor & Gamble, and Red Bull; on the small business level, there are “River Pools & Spas” in the U.S. state of Virginia and Dinesen Flooring in Denmark. I know what you’re thinking. Well, yeah! Coca Cola, Proctor & Gamble (P&G), Red Bull—they have MASSIVE UBER-budgets. They can pursue any marketing idea they want. What can that possibly have to do with my small business? Yes, Enterprise-level businesses have budgets which, if we say them out-loud, could make us break out in a zero-envy rash. We can’t play in their ‘financial’ ballpark. However, we can emulate their strategies by acting on what these businesses, collectively, are doing right. We can also realize not all Enterprise-level businesses are doing it right; actually, most of them are not. So, money is not the difference. Insight, choice and execution, through resourceful and creative emulation, is the difference. And small business owners can capitalize on that difference. The Enterprise business examples above are not each utilizing all of the powerful pieces of effective customer-focused marketing. Only Red Bull is doing it all! I’ve spent a few years reviewing and studying thousands of Websites and several h