A Common Mistake

Let me preface this by saying I am as guilty as the next person of doing what I have written about and one thing I will be doing to day is to go back over my marketing material. To implement this.

One of the most common mistakes when approaching potential clients is in securing acceptance of their emails, connection requests, phone calls. It is all about how we take the initial approach. This is one of the greatest challenges in today’s world where we are all inundated with advertising and marketing. Some say it is as high as 3000 ads per day!

The critical realization here is that this scenario isn't exclusive to a particular platform or approach. From the humble flyer that lands in our letterbox to that attention-seeking video, this resonates throughout the broader landscape of marketing strategies.

So what is this “Secret Sauce” to successfully engage potential clients? To put it simply it is WIFM or What’s In It For Me! We need to focus on their interests and needs.

So what is the core issue? Our tendency to construct our messaging centered around ourselves, rather than tailoring them to address the interests of their prospects. At a surface level, this inclination is understandable; it is, after all, your profile. However, the misstep becomes apparent when it hampers the prospects' willingness to connect. The pivotal requirement is for viewers to immediately perceive the relevance of a marketing message to their own needs. Failure to establish this connection results in a lack of incentive to initiate contact.

We all do this. Our messaging is essentially everything we do to attract potential clients, from Facebook Business Pages, Linked in Profiles, email marketing, your elevator speech. Posts about the work you do. Even those humble “brag” posts so many of us are fond of. I include myself in this.

So why should we do this well the stats do not lie and I won't bore you with you can google them if you are interested.?

The solution to this predicament involves adopting a counterintuitive approach. In essence, crafting a profile that addresses your ideal client's?challenges that they face is the key. This principle, intriguingly, extends seamlessly to automated email marketing. By tailoring email content to address recipients' pain points and offering solutions, businesses can emulate the social media strategy.

Let’s use Linked In as an example. Today, the spotlight is on two crucial facets of a LinkedIn profile: the headline and the "about" section. These elements, when optimized, can remarkably enhance the ability to connect with high-quality prospects.

Creating an Eye-Catching LinkedIn Headline. The headline on LinkedIn serves as a constant companion to every action you take on the platform. Whether sharing articles, extending connection requests, or participating in discussions, your headline remains visible. This makes it a pivotal piece of real estate, essential for making a lasting first impression on prospects.

The headline shouldn't be limited to just a job title; instead, it should encapsulate the scope of assistance you provide and the audience you cater to. Given that most viewers won't delve deep into your complete profile, a captivating headline is imperative. It should not only convey your differentiators but also elucidate your unique value proposition. A format that has shown efficacy is: "[Title], [Company Name] | We help [Target Audience] [Benefit] [Method]". For instance: "Founder, Web8 | We empower SME’s to grow by maximising returns on digital marketing. “

Transforming Your "About" Section into a Client Attraction Magnet This section plays a pivotal role in offering insights into your business and yourself. It's often the first destination for prospects seeking more information about your offerings. For this reason, it mirrors the essence of your profile's approach: focusing on the ideal clients, their pain points, and your solutions.

Commence by outlining your ideal client, then delve into the challenges they face – the problems your services can effectively tackle. Transition into elucidating how your approach can alleviate their pain points, providing a succinct overview of your methodologies. Conclude by providing social proof in the way of testimonials that establish you as the prime candidate to address their needs.

In conclusion, the principles of tailoring your LinkedIn profile to the interests of prospects, which fosters connections, is a lesson that seamlessly translates into broader marketing strategies. Just as LinkedIn connection requests require immediate relevance, automated email campaigns thrive when they address recipients' pain points and offer solutions. These lessons, taken from the LinkedIn playbook, can reshape marketing endeavours into highly effective ventures.

If you are interested in growing your business then set up a time to chat. Here is the link to my calendar.