Summing up what you do for a living and who you do it for sounds nice and easy, doesn't it?
But have you given yourself a fancy title with a fluffy synopsis, leaving potential clients unclear of what it is you really do? Or have you been too generic, so potential clients aren't aware of all the awesome things you do?
I get it. You're desperate for people to understand that you are brilliant and worth buying from - so you try to razzle dazzle them with lots of long buzzwords.
But if I gave you a limit of 10 words for your headline (i.e. explaining what it is you do and who you do it for) you'd need to make each word count.
Take the time to create your Headline and Elevator Pitch to use throughout your marketing to make it clear what it is you do and how you do it for. Pop these on your website, marketing materials, social media profiles and use at networking events.
TIP: You will need to look at specialising your service / nailing your niche to make this work for you.
What's your problem?
I get frustrated with the marketing angle: "what 'problem' do you 'solve' for your clients?" because using the word 'problem' is quite negative, so I like to SELL THE HOLES, NOT THE DRILL
I'm giving you a different approach to find your marketing angle in 3 easy steps.
What does your client's life look like after they have spent money with you?
STEP 1. List the features your business that will attract your target market
STEP 2. Then list how these features translate into benefits and effect your client going forwards
STEP 3. Sell all the things in step 2
Take my web design service, for example:
FEATURE: Set up for SEO | BENEFIT: get found online (sell that!)
FEATURE: Set up for lead generation | BENEFIT: make money and grow mailing list (sell that!)
FEATURE: Intuitive design for excellent user experience BENEFIT: clients can find info easily (sell that!)
FEATURE: Showcases brand | BENEFIT: looks beautiful and personal to business (sell that!)
FEATURE: Thorough info in an organised layout | BENEFIT: clients will find everything they need (sell that!)
The benefits are a much better selling angle and you will emotionally connect your target market . Now let's put this into your Headline ..
Create Your Headline and Elevator Pitch in 4 Easy Steps
1. TITLE
Nice and easy, exactly what is your industry title? No fluff, no nonsense.
For example: Wix Website Designer
2. WHO ARE YOU DOING IT FOR (TARGET MARKET)
Once you have specialised / niched your service, you will know you have a market for it, so then hone this to the people you like working with and / or the people you have noticed gravitate towards you the most.
For example: Small Business Owners in Salisbury who are starting up or refreshing a business
3. WHAT IS IT YOU DO (YOUR OFFER)
Go back to the features of your service and put them into a sentence.
For example: I create Wix websites that showcase businesses in an organised and intuitive design, that is set up for SEO and lead generation
4. WHAT IS IT YOUR MISSION (THE RESULTS FOR YOUR TARGET MARKET)
Now go back to the benefits for your clients and make them into your mission.
For example: Helping small business owners have a beautiful website that showcases their brand and business to serve their clients better and get found online, make money from their website
Your Elevator Pitch
Put it all together and what have you got ..
For example: I am a Wix Web Designer for small Business Owners in the Salisbury area who are starting or refreshing a business. I create websites that showcase businesses in an organised and intuitive design, that is set up for SEO and lead generation, helping them have a beautiful website that showcases their brand and business to serve their clients better and get found online, make money from their website.
Can you see that when you are to the point about what you do, you naturally use longtail keywords.
Nice.
Your Headline
The next move to make your marketing really coherent is to come up with your headline to use after your name, on your business card, LinkedIn profile and website etc.
This is going to be tricky but your headline should:
Say what it is you do
And who you do it for
Include the benefits
In 10 words or less
For example: Designing beautiful and organised Wix websites for small Business Owners
Bosh.
WHAT NOW?
If you like what you've just read, this is your personal invitation to join my newsletter mailing list for more tips and advice about web designs, brand design, marketing and my honest experience on what it's like to be a small business owner ..
BIG KISSES
Claire x