In order to convert a prospect into a client, you must first become very accomplished at getting the attention of your target market. Of course, beyond that, you need to be skilled at converting prospects into paying clients. However, unless you first get their attention, you have no chance of conversion. What can get a prospect’s attention, and how can you do this regularly and predictably? Here are a few ideas to help you use your marketing writing to get the attention of your target market.
1) Start with the problem(s) that your prospects are looking to solve – that you can help them solve.
They are looking for answers and solutions to some vexing issue. Self-interest guides their search. Their objective is to find the perfect solution. They are unhappy, troubled or concerned, and searching for resolution. In all your marketing writing, start with their problem.
2) Use language that your prospects and clients use when talking about the problem.
How do they describe their pain? What angst pours from their mouths? What specifics have you observed and heard about? When you think about your clients before their problem was solved, what do you remember?
3) Use emotional language to engage your prospects.
Remember the exclamations and expressions you’ve heard and adapt it to your marketing writing. What feelings did they describe to you? How did they describe their pain, suffering, embarrassment, hopelessness, disturbance, or disillusionment? What specifically do you recall about the details of how they felt and what troubled them? When you are using THEIR emotions, your descriptions will resonate with authenticity to your target market. You will get their attention.
4) You must “pull in” your prospects by helping them step into the fantasy of a changed life once their problem is solved.
Keep your marketing writing focused on them. What might be a difficult part for them in getting your solution? What can they expect to happen as they work with you? What changes have you seen in clients? Describe these from the client perspective. Again, use the language you’ve heard from past clients. Strongly contrast the “after” picture with the before. Give them hope and a vision of how profoundly their lives could be changed. Give details, emotions, and descriptive phrases. Keep it real. Don’t exaggerate.
5) Make sure that the prospect is the primary subject of all your marketing writing.
Stay focused on your target market. Of course, don’t be so self-effacing that you are invisible, but also don’t go into that one note song, “me, me, me”. To get them interested and keep their attention, keep your marketing writing all bout them. Understand that they won’t be particularly interested in learning about you until they have come to believe that you understand their problems and could provide the solution.
6) Look for prospect-rich “pools” where you can develop familiarity, affiliation, and relationships. It may take some searching for you to discover the groups and situations that are rich with your target market.
Commit to the exploration process, and do the work to discover 2-3 places where you will encounter your target market. Spend your time networking in these prospect-rich “pools” befriending the types of prospects who most need and will most benefit from your services. Have professional marketing writing pieces to hand out to prospects who ask for them.
7) Don’t try too hard or be too obvious.
This would get the attention of your target market, but it would not be favorable attention. Don’t expect to make sales until you are no longer a stranger in the places you regularly “show up” to market. Be patient and create relationships over time. Develop trust. Be a resource. You’ll develop strong business loyalties this way. Don’t try to force your marketing materials on prospects. Let them ask for more information.
Put together your plan to attract the attention of your target market. Execute that plan and make it happen. Make sure that all your marketing writing supports that plan.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
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