I know it’s been a couple of weeks, but I hope you remember everything that we have gone over with respect to mistakes to avoid when building and positioning your business. Today I am going to go over one last big mistake that is all too often made by business owners when trying to develop their business.
Something that many people struggle with, and that if you do it wrong, has a tendency to really detract from the attractiveness of your businesses, is mastering their message. This is the message that you use in order to appeal to your potential clients and to bring them to YOU. It needs to resonate with your target audience and to address their personal needs and desires.
I mentioned this in our last positioning post, but in order to come up with a really great business message, you need to get into the conversation in the heads of the individuals that make up your target market.
You need to know what it is that they need and are looking for, and to appeal to those wants and needs. It should be personal and unique.
In order to be as helpful as you can to them, and in order to create a message that really resonates with them, you need to think about what is going on in their head throughout the whole process. For example, say you are a real-estate agent that focuses on downsizing seniors.
Maybe they have just lost their spouse and can no longer stand the thought of living in a home that is filled with so many memories. Maybe it is a senior couple whose kids have grown up and moved out, and they feel that it’s too big of a house for them and they don’t need all the extra work to keep it maintained. You need to think about WHY they may be choosing to downsize.
Once you have considered the WHY, you need to think about what comes along with it. So, with our downsizing seniors, when they’re thinking about moving into a smaller, easier-to-maintain place, they’re probably going to have to get rid of some of their stuff. What can you do to help your client’s with the process?
Something else to consider – How might they be feeling about leaving the home that they have lived in for so many years? They may be disheartened to think about losing their connection, their touchstone to all those family memories, in the home and the neighborhood where their babies grew up. Because they have such an emotional bond with the place.
Maybe they are worried that they will have no idea how to go about selling and buying a house since the market has obviously changed drastically since they bought the place.
Maybe they don’t have anyone to help them move, and have no idea who to turn to.
It’s all so overwhelming, and can even be terrifying for some.
Think about this: When anybody is doing anything, there is a reason for it. By figuring out what that reason may be and by being sensitive to it, you can better appeal to potential customers in your specialty field.
Thinking about their worries and concerns allows you to address them beforehand, thereby preparing yourself to have all of the necessary things in place already when they come to you.
By tapping into the conversation within your potential client’s heads, you can position yourself as the person best suited to meet their wants and needs. It allows you to better relate to them.
People like to feel understood, and it is comforting when the person you go to seems relatable and accommodating. You need to keep all of these things in mind when creating your message.
This also ties into the last two mistakes that we went over before. Your message needs to set you apart from the crowd. It needs to show you and your business are different than the others. It should be presented in a unique and creative way that will catch the attention of you prospective clients.
But most importantly, it should position you as the obvious choice. It would make much more sense for a senior couple who is downsizing to go to someone who specializes in such things then to some generic agent who is just looking to move as many people in and out of houses as quickly as possible without taking their special needs into consideration.
Let me give you two examples, and then I want YOU to decide which would be the obvious choice for this situation.
Real-estate agent number one’s message: “Hi. My name is Joe Schmo, and I have an incredibly high sell rate. I would love to help YOU sell your house as quickly as possible, too!”
Real-estate agent number two’s message: “Is your house too big now that your kids have all moved out? Has the maintenance just become too much? My name is Joe Schmo, and I’m the downsizing senior specialist. I can help you to sell your home and to get settled into a new place that’s a better fit for you. I can make the entire process easy and as stress-free as possible, and I will work WITH you to make sure that your every question is answered and that every concern is addressed. You are not alone. I’m here to help you.”
Which one would be the obvious choice? If you don’t say the second, then we really need to talk! : )
Nobody wants to feel as though they are just a means through which someone else can make money. That makes them feel devalued and like you just don’t care. By tapping into what is going on in their minds, you can avoid that, and show them that you care about them as individuals.
They won’t mind the expense, because they will feel that it’s worth it for the specialized and genuine care that they get from you. In short, you will resonate with them, and they’ll be tickled that they chose you.
As I’ve said before, positioning is not the simplest thing in the world. There are a lot of things to be considered, and there is no one quick fix that will suddenly make your business boom.
However, that being said, all of the mistakes we have talked about are relatively easy to avoid. Being aware of them is the first step in avoiding them. They definitely take some time to work through, and a heck of a lot of thought, but the time and effort is well worth it in the end.
I will be going into further detail with respect to some of the most important things that you can do in order to position yourself in a way that sets you apart and that will ensure you greater overall success.
If you have any questions or there is anything in particular that you would like me to write about, LET ME KNOW, and I will do my best to answer your questions or point you to someone who can.
I’m excited to move into the topics of positioning, branding and defining yourself as different from all of the others out there because this is MY passion. It is MY specialty, and I can’t wait to share it with YOU!
Until next week…
Make it Great!