Does your message place the focus on what you provide as a solution? What are the benefits that your solution provides to your client or customer? If you are always talking about what you do and not what your prospect will receive you are focused on the wrong thing.

Matching your message to your ideal client or customer is the most important when is comes to marketing. You have about five seconds to get and keep their attention and you can’t waste precious time with a message that doesn’t connect with them. You are just another clanging symbol.

A message that connects clearly addresses an issue that your ideal client or customer wants a solution for. They want to experience a resolution to the issue(s).

They want to solve their problems.

They don’t care about your solution by doing step 1, 2, and 3. if you don’t first and foremost let them know that you understand what they really, really want.

Nobody really wants what you sell, but they do want their problems solved, period.

Here are some ideas for creating messages that focus on their issues:

Make a list of the issues or problems that you solve for the clients or customers that you help the most.

If you are having trouble thinking about their issues, think about what they tell you. (Some might call these what they whine or complain about) What is not working, confusing, or frustrating and needs to change?

Many prospects might say, I just want my people to do their job, I want to spend more time with my family, or I need more sales.

Therefore, I don’t sell business coaching or consulting, all you need to know about what I do is that I help make the issues go away, that is the end of story.

Another example may be a window installer: They may have the best equipment and highly skilled crews but all their customers seem to care about is that they show up when they say they will and clean up when they are done.

So that is the outcome they need to promote. The rest is an expectation, doesn’t everyone in the window installation business have a highly skilled crew.

That is how you refocus your message so it is no longer about you and your amazing products and services and it is all about them (your amazing clients and the issues they want solved).

Creating catch phrases

Your customers or clients don’t know how to solve their issues or problems, but they usually know what they are. If you are clear and can demonstrate that what you are selling is the answer to their issue they really won’t care what you call it, they will just will want to buy it to make the pain go away.

Take some time and break down every solution you sell, every benefit you attribute to what you do, and map it back to a handful of “catch phrases.”

These phrases can be questions or statements or even anecdotes, but they must come from the point of view of your ideal client or customer.

What can you say that will grab their attention?

Start writing subject lines or headlines for your website or emails. Write a big, bold statement that might be the first thing anyone who visits your website will see.

Now ask yourself, would this statement get your ideal client’s or customer’s attention more than something like “thank you for visiting our website”

Do you want some help creating your new message? Pick a few of your ideal clients or customers and go ask them, what issue or problem did we solve for you? Test your statement with them. Ask them to describe what you have done better than anyone else.

Here’s a tip: If your business receives online reviews study them carefully. While it is great to get exceptional reviews, pay close attention to the words and common phrases your happiest customers or clients are using as they will write your promise for you in some cases.

Often the person is giving the praise because you have done something they hadn’t experienced before.

Who is your ideal client? (Who are you solving this issue for?)
Is it a common issue?

Who do you deliver the greatest value to, who do you enjoy working with, who needs what you do most. Write a detailed description of your ideal client and include as much about them as possible including the issues they are trying to solve. How can you reach them and appeal to them? What makes them your best clients or customers?

Make a list of the attributes of your ideal client or customer. Do it today!

Make sure that your message resonates with them.

Now that you have some catch phrases and messages that resonate with your ideal clients or customers, write articles or a book that addresses some of the issues that they face. Tell them about the outcomes you provide that address these issues.

Stories sell.