If you want to start attracting and converting more clients, it’s likely the first thing you’re going to need to do is STOP doing SALES and MARKETING!
Now I don’t mean stop them completely, because let’s face it, that would be nuts.
But equally crazy is to keep doing them in this sequence.
You see, when it comes to Selling and Marketing, it turns out SYNTAX matters.
Syntax is the order or sequence in which you do something.
For example, I can say “The dog bit Johnny” or I can change the Syntax (the order and sequence of the words I’m using) and instead say “Johnny bit the dog.”
The words are (EXACTLY) the same, but the meaning is completely DIFFERENT.
The same rules apply to your Sales and Marketing.
If your marketing is cluttered with sales messages, you have a syntax problem.
You are exposing your prospects to information in the wrong sequence.
This is a very common problem I see when I look at people’s marketing materials and it explains why many entrepreneurs struggle to attract and convert the volume of clients they want.
Let’s talk about how you create the right SYNTAX in your message.
A key reason people’s marketing fails is because it’s not marketing; it’s selling.
This is primarily because people think about Sales and Marketing in that order.
But the fact is, it’s backwards (the syntax is wrong).
You don’t sell something to someone and then try to market it to the customer.
You educate the prospect about the opportunity (Marketing) and then provide them with an offer to purchase (Sale).
Another reason people lead with sales is because they see that as where the money is. That’s where you get a PAY DAY!
The truth is Sales Flow much more easily and consistently when there has been a sequence of Effective Marketing Strategies placed in front of the sales pitch.
Here are some simple ways to get your syntax right.
Don’t lead with solutions!
Perhaps the most common mistake made by business owners is they lead with their solution. This is a sales process.
Marketing is about leading with the problem. What is the issue the customer is looking to solve?
Talk in outcomes – not in process.
When people drop into sales mode, they often start talking about the process they will follow and the mechanics of what they will do and how they will do it.
The fact is the prospective buyer doesn’t care. At least not until they’ve made a buying decision (and even then, they may not be interested in how you do it).
Marketing is about showing people there is a path between where they are and where they want to go, and you know how to get them there.
Take the time to build the trust
Most buying decisions are based on the establishment of trust. If you rush the process and try to close the deal before trust has been built, your chances of making a sale will be remote.
If you are hoping to invite someone you find attractive on a first date, you’re unlikely to start by asking them to marry you.
It would feel rushed (and creepy) and is more likely to repel than attract the other person. Leading with a request for a sale has the same impact.
That’s why you lead with marketing and take some time to establish a relationship, allowing the prospect the chance to get to know you, witness your skills, benefit from some of your knowledge and gain TRUST before you ask them to buy.
When you understand how to market yourself effectively and put in the time and energy to educate, support and connect with your prospective client, the easier the sales process will become.
Done well and in the right order, your marketing will leave your prospects more predisposed to the idea of buying from you, and you will be able to stop trying to CONVINCE people to buy from you and instead help them DISCOVER why you are the best option.
I suggest you take a good look at your current marketing materials and see if you are delivering a marketing message – A message focused on the client and their needs, or a sales message – A message focused on you and the services you offer.
I recommend you take a few minutes to look at the syntax of your messages today because a change in the order of the sequence could result in a flood of new opportunities becoming customers.