Do you want your prospective customers to like you and want to do business with you? What if you could achieve that before you even attempt to sell them something.
Would you want that?
Of course, you would want that. That’s a silly question. But that’s not something that comes easily to everyone.
Achieving that is one of the fundamental lessons found within my upcoming book, The Customer Loyalty Loop, and one we’ll be addressing during The Evergreen Summit, but I thought I would share a brief snippet of that lesson during today’s Tidbit.
So here’s some food for thought.
Many companies run out there shouting their value propositions and core promise as the answer to their prospects and potential client’s ailments. Salespeople often do the same, and many marketing messages are built this way.
But in reality, it’s probably the least effective way to sell much of anything. Thankfully for you, your competitors are almost all doing it this way. That’s very good news for you because you can do it the right way. And to do it, you’ve got to stand out.
Now here’s an important distinction. Standing out is not about being louder or bolder, or communicating your message more than everyone else. It’s not about being flashier or sexier, and it’s not about your unique selling proposition. So let’s talk about what it really means.
Standing out is about doing two things right all the time. First, it’s first about consistency (showing up regularly) and second, it’s about knowing your audience.
When you do this right, you create what I call the Value-Impact Messaging.
Think about the Tuesday Tidbit, for example. A ton of you love reading these each and every week, but we’ve never done business together (and we may never-although we probably should.) But there are powerful lessons to be learned from the Tuesday Tidbit.
First, at the risk of saying something self-aggrandizing, the tidbits are pretty good. They’re valuable because they’re different than most of the stuff hitting your inboxes. Now that’s not just me talking; I hear this from so many of you each and every week. They challenge you to think about things you’re not usually thinking about, or they give you something you can use with your people to actually generate results. They deliver value and results if you use them (without ever having to work with me.) As one client told me recently, “I read them every week because I know I’ll always get something out of them.”
That’s what you want your prospects and clients saying about your regular communications. That’s the power of Value-Impact Messaging.
The next key part of the Tuesday Tidbits is that they’re a powerful positioning tool. Positioning is about building trust and authority, and using that trust and authority to speak to your readers and prospective customers in a way that resonates with them. Most importantly, doing it regularly and consistently.
It was the great David Ogilvy who once said, “make your advertising and marketing by itself, valuable.” Too many organizations miss the mark on this and continue to get louder and more abrasive trying to cut through the noise (only muddying themselves in the process), when the real secret is just to keep quietly whispering into your prospect’s ears, over and over, and over again.
Your key challenge for this week:
Review the last 3-5 pieces of valuable content/messaging you delivered to your prospective clients and current clients and ask yourself the following questions:
On a scale of 1-10, how much value does the messaging provide the person on the receiving end?
Next, rate yourself how consistent you were in delivering those messages and give yourself a ranking on a scale of 1-10.
Add the two numbers together.
If you scored a 15 or higher, you’re likely creating Value-Impact Messaging.
Anything less, likely not (and you’re missing out on some fantastic results because of it.)
P.S. If you’re interested in learning how to create powerful Value-Impact Messaging for your organization that resonates with your customers and prospects, then you’ll want to be sure to register for The Evergreen Summit. We’re about half-full at this point.