Why Marketing Fails: Situational Marketing 101 - It’s a well-known...
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It’s a well-known fact that people buy what they want rather than what they need. Your marketing needs to be about the client: the client’s situation, the client’s feelings, the client’s problem, and - finally – the solution you will provide for the client.
I was talking with a struggling self-employed woman the other day. She asked me what kind of coaching I do. I said, “I work with business owners who are tired of having their marketing efforts fall flat.” She said, “Oh my God, that’s me!” I asked her, “Do people’s eyes glaze over when you tell them what you do?” She said, “Yes! They do! I need you!”
She was excited when she heard my marketing statement! She instantly heard herself in the description. It indicated to her that I know her situation and probably have the perfect solution. This is what situational marketing does for you.
Good situational marketing has several important qualities. It is:
Clear and specific – the listener hears themselves exactly in the message
Emotional – it elicits a response in the gut or the heart
Communicated in the words your clients actually use themselves
Easy to remember
Unusual in a way that really makes it stand out.
Start with a careful examination of your unique talents and strengths. Then examine the situations your ideal clients face and listen to the words they use to describe them. Ask yourself what they say to themselves as they’re driving to the office or brushing their teeth at night. When you find a match between the work you are passionate about doing and a problem your clients are aware that they have, you have struck gold. You know what to say, and you know what products and services you need to develop in order to help them. You know you can help them because their problem is really rooted in an area of personal growth in which you are an expert. And your ideal clients actually become excited to talk to you!
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