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Your Marketing is Not About You! How to Gear it Toward Your Prospects Posted by

Your Marketing is Not About You! How to Gear it Toward Your Prospects Contrary to popular belief, marketing is not tooting your own horn. Its purpose is not to share what’s great about you/your company to the world, with the hope of getting someone to take notice. Marketing is also not about convincing prospects to work with you. Sure, there is persuasion involved, but it’s more about giving your audience what they need before they pull the trigger.

When you think about marketing this way, less about ego and more about service, your audience’s perception of you will be different. They’ll likely become more comfortable with you, and be more likely to want to work with you. It builds a relationship of trust with prospects, when you’re providing them with information they can actually use.


3 Steps to Gear Your Marketing Towards Your Prospects:


1st Step – Listen to What They Want

When you practice active listening with your prospects, you’ll often be able to gather insight on some common curiosities. What’s it like to work with you? What types of work do you specialize in? Do you have any creative ideas for X? How much will it cost? How long will it take? How do I get started?

Opportunities for listening:


2nd Step – Provide Answers to Their Questions and Solutions to Their Problems

Give them what they need, to eliminate any doubt or objections that now is the right time to get started working with you. If you’ve built their trust, proven worthiness and that you’re the right one for the job, it will be a no-brainer for them to say yes. You’re the expert, and they want to feel good about that, and give you the reins.

Opportunities to provide answers:


3rd step – Say it in a Way that Makes Sense to Them

With all marketing communications, be authentic. Speak to your prospects as if you’re having a real conversation. Not high and mighty. Not we’re the best. Be humble, but gently unravel the story of your capabilities, and that you are, in fact, the answer to their prayers.

Opportunities for real conversations:
  • Write in the 1st person (“I” or “We…”)
  • Use their language – eliminate jargon, industry-specific or technical terms
  • Highlight real problems, and your real solutions

When your marketing reflects that you genuinely want to help your prospects, that you’ll listen to them and do your best to be of service, that’s real – and effective.


Comments? I’d love to hear from you – share below.

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