Isn’t this the first point of marketing?
The second point is more important but we can’t get to home until we get to first base.
How do we make our message stand out? This is also difficult and why getting prospects to listen to the message is a challenge. We usually have to give them a summary first before we deliver the message and let them choose in.
Only TV and Radio can deliver a whole message without first getting permission.
We need to deliver a short, precise keyword message of why we want their attention. We need to understand who our target is, the purpose of our service, why it is the best, why it solves a problem for the prospect, and tell it in as few words as possible.
Once we have the Prospects attention, we might need extra permission to deliver our entire presentation of what we do, how we solve their problem, why we are best, and how we charge.
Only through a more lengthy presentation are we going to be able to state our Unique Selling Proposition and move the Prospect to the trial or purchasing step.
The best way to achieve this is by giving away the information that the Prospect is searching for. We give them insights into how they can accomplish what they need and how we will achieve that. Until they understand both, they are not likely to further engage. Anything less just leaves them paranoid to move further and the biggest deal killer of all, “I’ll have to think about it.”
Whereas we often feel that we are giving away too much information and the client will get all the answers they need and not buy our service, the truth is unless they fully understand what they are paying for, they would rather keep their time and money.