If you’re not getting the positive reactions you hoped as you send out each marketing message, maybe you are simply not speaking your potential client’s language.
Try reframing the marketing message
You may think your marketing message is clear, but it’s really all about perspective, and perhaps your client is looking at things a different way. Perhaps you need to be reframing the conversation.
Here’s what happened to me recently as an example of the POWER of this!
I’d been to see a client knowing that my marketing services could definitely help the business. And guess what? The marketing manager of the company I visited agreed! Project won, right?
You see, I didn’t have to convince him. I had to convince his boss.
So project won, right?
I couldn’t get in front of his boss because I had to rely on the marketing manager to “sell” me before I got a meeting.
What I didn’t think about hard enough was HOW I could help the marketing manager to sell me. I assumed (never assume folks!) that he would be able to do it alone.
I sent him my presentation deck as support. The portfolio alone should wow, right?
I even did a sample page writeup for him to show the boss. He paid me for that but then … silence.
So I assumed (don’t do that) that the writeup hadn’t impressed or that he hadn’t been able to convince the boss, and I left it alone.
Life and business went on.
Six months down the road, I introduced new service offerings in my marketing agency and started promoting those services.
I even wrote a book and gave it away to my clients FREE into the bargain!
Then I got an email from … guess who?
RIGHT! The marketing manager who had been unable to sell me to his boss. And he told me that this was ALL that had been holding the project back. He hadn’t been able to convince his boss to go ahead. He couldn’t sell the value of my services.
But he had GOOD NEWS. He had finally gotten through!
So what did the convincing?
Would you believe, MY BOOK! 11 Reasons Why Your Business Is Not Growing. (Still available to download here.)
It had helped the marketing manager reframe the conversation. It had helped him present 11 solid arguments as to why his boss NEEDED to act, and why I, as a marketing authority, was the person to help!
So next time you fail to get your client’s buy-in, try reframing your marketing message by reframing the conversation.