Step 1 - Get Clarity on Your Niche

Everything starts with your Niche or Ideal Client...EVERYTHING!

First and foremost, everything starts and stems from having absolute clarity around your ideal client. It’s not just about the industry or size of company, the real power is your ability to develop deep empathy with your prospects on what they are going through, the problems they have and how they are being affected emotionally. 

Typically what we want to understand are the 4 forces, which are their fears, frustrations, wants and aspirations. If you can get a handle on these areas, you can create marketing messaging that truly connects with your prospects. 

Step 2 - Dial In Your Message

"The greatest marketing skill you can acquire is EMPATHY"

The next critical component you need to look at is what you are saying to your prospects and how are you saying it? Now, what I mean by that is this… Are you using the language that your prospects use and are you clear on the problem you are solving for them?  Both of those things, if not done correctly, are going to create incongruence between what you deliver and what they need.

You want your marketing to focus on the problem and your ability to demonstrate that you not only know what they are going through BUT you can truly empathize with them.

Step 3 - Be Clear On Your Differentiation

"To be different, start with taking a stand that is contrary to everyone else"

Finally, we recommend getting really clear on what makes you stand out from your competition. This can actually be one of the hardest areas to work on.  Here’s where we would start… Look at your industry and think about all the things that you don’t like about it.  These could be how your industry operates or delivers services or products.  The fastest way to create differentiation is to be contrarian to the rest of your industry, but must come from a place of authenticity and be in line with your true beliefs. 

Getting clarity on these 3 areas will  become the core of your marketing foundation. 

Step 4 - Position Your Solution (Model) & Offer

"The key to your success in selling your program is to make it easy to explain, easy to understand and easy to buy"

Last but not least after you get all these areas dialed-in… and you want to convert even more clients… you need to look at your model … - how clear is it to your prospect around how you can solve the problem they have and do it in such a way that it is obvious you are the one to help them?

Sometimes it takes just a slight shift in how you show (not describe) your solution and your offer to make all the difference.

Just by making incremental improvements in these 4 areas can have a huge impact on how your marketing and client acquisition performs! But remember - these Core 4 areas of your foundation need to be re-evaluated periodically.