Have you ever asked why your company is spending so much time and money to produce marketing content for the little value it receives back?
Most companies wonder the same about theirs too.
The reason is that we’ve reached “information saturation” and it’s harder than ever for consumers to separate one (your) company from the others.
Though the general idea of content marketing is good and people appreciate the information, they usually don’t make a purchase…at least not often enough.
Because nothing is setting you apart from the others…
So what can you do to solve this?
Business is personal and anything said to markets should feature emotion-based aspects that speak to people as human beings, not just “targets” who can purchase products and services.
To create content marketing that fascinates the consumers in your markets and convert your message into new clients is the Holy Grail of copywriting. However, it doesn’t require as much “creativity” as you may think. Good copywriting is more assembly than writing, which means just about anyone can get good at it.
(NOTE: For the examples below, this article uses In-The-Flow’s markets to answer the questions that produce a vocabulary, phrases and language that arouses curiosity, interest and captures the attention of people in them. Naturally, the answers that apply to your company, products and markets will differ from these.)
New clients, customers and sales are the lifeblood of all companies and businesses of every size. Consider as many of the things sales delivers as you can: more customers, clients, patients, referrals, revenue, income, business and personal solvency, financial fitness and freedom, growth, achieved goals, personal satisfaction, personal riches, great reputation, high self-esteem, confidence, delight, joys of success, happiness, fame, fulfilled dreams, terrific lifestyle, happy family, beautiful home, great schools and upbringing for the kids, ability to give more to society and causes, a fulfilled life and more.
So why don’t all people and businesses do everything they can to achieve more sales? Why aren’t all companies able to convert their message into new clients? It’s usually a lack of knowing about and having the right tools. With this simple 5-step process, we’ve eliminated that as a reason and made it easy to comprehend and complete at the same time.
Answering these five questions as deeply as you can, will help your company build a vocabulary that will reach customers at their natural feelings, emotions and even subconscious levels. You will immediately begin resonating with more consumers.
Various markets, products and services will produce different visceral vocabularies. The “vocabulary” examples provided here are for In-The-Flow Marketing’s audience and its services. You will see how a vocabulary gets into the more personal and emotional aspects for them and how you’ll be able to convert your message into new clients.
That said, I have to warn you. To convert your message into new clients, there is good thinking and work that needs to be done. This is for people who are devoted to their business for the long-haul. Though you would never be 100% done, you will soon come out of this with a living, working document that will serve you well forever. Maintain and keep adding to it over time. The more you document about your customer, the better this tool becomes and the better you can demonstrate your knowledge about them. Companies grow that are well loved. The results of your work will demonstrate your understanding and love for them and pay dividends immediately.
All you need is this tool to demonstrate that you know people in your markets so well and want them to feel your love and understanding. Sound good? Let’s dive in!
Step 1: Create A Deep List Of All The Things Your Customer Wants That You Deliver
(Make it personal and emotional)
What do your customers want as it relates to your product or service? Make it personal. Get as deep as you can. This will help you to show customers that you know what they want and why they want it. (Examples given are for the In-The-Flow Marketing audience. Your visceral vocabulary will likely differ.)
Vocabulary: more money, more sales, more cash-flow, clients, customers, patients, revenue, income, referrals, marketing that produces, financial fitness, business and personal solvency, fulfillment, great reputation, personal confidence, fulfilled dreams, to be famous, beautiful home, happy and satisfied wife, happy family, proud family, goals achieved, personal riches, feel good everyday, personal satisfaction, great lifestyle, more time for family, well-known and respected, high self-esteem, great schools for kids, great upbringings and childhoods, can grow the business, can build a team, business problems become solvable, future looks terrific, finally experiencing the joy of success, wonderful rock-star type feelings daily, overall happiness, contribute more to their community and society, give more to charities and other causes…
IMPORTANT- Your customers are always the main characters in their lives; not your company or your product. You are the teacher, the guide in the relationship. It’s important to not position yourself (your company) as the hero. That causes people to shut down quickly.
Step 2: List The Specific Problems Your Customer Wants To Solve or Desires They Want To Fill (Include personal and emotional)
Companies tend to sell solutions to external problems, yet customers buy solutions for their internal (visceral) reasons: emotions, feelings, frustrations, must trust first, must feel comfortable, overall gut feel, etc. Showing that you understand is the first step to establishing comfort and trust.
- ROOT CAUSE ENEMIES OF SUCCESS
Vocabulary: not enough time and money, lack of expertise, hard to make marketing work, poor economy, overall ‘overwhelm’, feels daunting, paralysis through analysis, low enthusiasm, low confidence, haunted by past mistakes, fear of trying new things, other inner blocks, resources strapped, fear of failure, fear of success, fear of unknown, strong competition, complacency, loss of focus, became a “look-a-like”, overall doubt, self doubt, pride, procrastination, lack of self awareness, low motivation, no gratitude, overall negativity, lack of discipline, lack of preparation, no principles of success, no studying, ignore things that shouldn’t be ignored, fear of trying new things, bad social circle…
- EXTERNAL (The specific problem to be solved or desire to be fulfilled)
Vocabulary: poor marketing results, missing resources and expertise for marketing success, no long-term strategy, overall lack of know-how to make related decisions, other confusing factors and options, low overall confidence…
Vocabulary: feels frustrated, defeated, depressed, desperate, disappointed, confused, self-doubting, dread, embarrassed, envious, agitated, fearful, guilty, hopeless, humiliated, hurt, it’s a grind, impatient, indifferent, insecure, irritated, jealous, confidence lost, lonely, nervous, emotionally overwhelmed, anguished, regretful, remorseful, resentment, resigned, sad, annoyed, skeptical, somber, shocked, suspicious, anxious, uncertain, uneasy, wary, worried, scared, dismayed, failure, floundering…
Vocabulary: “You shouldn’t have to be a marketing expert to enjoy the benefits of good marketing and having a successful business, income and lifestyle.”
“All people who work hard should be able to have and enjoy a business that thrives.”
“I deserve to work with a marketing expert who knows what they are doing and can 100% guarantee that they can and will produce.”
Step 3: List The Many Reasons Why You Are You The Best Teacher and Provider To Help Them Solve The Problems or Fulfill The Desires
NOTE– Your customers aren’t looking for you to be the main character in their life. They are looking for a teacher or a guide, the right guide. When a person or company comes along and positions itself as the hero, customers remain distant (fear, feels overbearing, intimidating, no reason to trust established, don’t want to make a mistake, be ‘bamboozled’, etc.).
- EMPATHY (Share Your Personal Experiences And Caring Thoughts)
What brief statement can you make that expresses empathy and understanding? The good teacher (you) expresses an understanding of the pain and frustration of the main character. You want them to have confidence in you and in your ability to help them.
“I know how hard it is. I remember the struggles, so much to know and learn, without a curriculum to follow.”
“I remember thinking and telling myself many times that I’m going to do whatever it takes, while at the same time, not knowing what that was exactly.”
“I also remember the struggles, even wondering if maybe I should think about doing something else, despite telling myself that I would never quit.”
“Confidence and enthusiasm challenges. I’d forgotten at times what it felt like to always feel confident and enthused. Even felt somewhat hopeless at times. But I wasn’t going to let those things stop me.”
“They did slow me down at times though. Too much uncertainty leads to short-term focus. Easy to lose the big picture.”
“Would lose track at times of why I was doing it. Long-term goals would sometimes fade away.”
“At times, I felt that maybe I was working too hard. Paralysis through analysis?”
“Sometimes I felt lonely.”
“Being an entrepreneur is lonely.”
“Am I making good decisions?”
“Is my life balanced enough?”
“Time/activities management good?”
“Am I committed enough?”
“Locked the world out too much?”
“Want to let the world back in.”
Step 4: List The Many Failures You Will Help Them Avoid (Include personal and emotional)
Every human being is trying to avoid a tragic ending. List the negative consequences your customers experience if they don’t use your product or service. Will the main character (customer) succeed or will they fail? It will become your role to ensure they succeed. Tell them why they should choose you.
- WHAT’S AT STAKE?
Vocabulary: continued financial problems, may need to get jobs, negative cash flow, market deterioration, can’t reach people, can’t sell, need to reinvent business and personal, other crisis’, people problems, layoffs, depression, frustration, family issues, marital issues, other relationships failures, stress, company failure, personal failure, diminishing sales, other personal hardships, constant anxiety, sadness, disappointment, regret, concern, OCD, fear, more self-doubt, doubt, broken dreams, broken expectations, crushed hopes and visions…
Step 5: List What Success Will Look and Feel Like For Them After They Buy (How their lives will be transformed)
Never assume people understand how you and your company can change their lives. Tell them what is in it for them. List the positive changes your customers will experience if (when) they use your product or service. Their desires, frustrations and aspirations already exist. You are their guide.
Vocabulary: more money, highly respected, well-known, incredibly effective, rich and productive, to be transformed and transformative in all aspects of life and in business, an inspiration to others, great story to tell, proud, posterity, security, doing good by changing the world, novelty, mentor for others, expert, recognition, constant great feelings, financial independence, reinvention, create jobs, successful brand, status, reach potential, enjoying inner peace, stability of many forms, fulfillment, self-acceptance, contentment, self-actualization, and much more…
Summary: Convert Your Message Into New Clients
To convert your message into new clients comes as a result of creating this new set of words you haven’t used much before. Once you’ve created your visceral vocabulary, you’ll want to analyze your existing talking points and start mixing your elevated vocabulary throughout your website, social media profiles, rethink future postings, Email marketing strategy, lead generation magnets and any other platforms, content delivery and advertising media mechanisms you use. Frankly, this is a good time to review and consider refining your overall marketing strategy entirely. Any new content your company produces should be based on the themes and elements of your visceral vocabulary. You will reach customers at their intuitive, instinctive, natural, emotional and reflexive state. You are demonstrating to them that you understand.
Doing this work will improve your company’s sales forever. You should begin seeing improved results almost immediately and other positive trends will appear in every area now that you’ve established your new marketing vocabulary.
People will feel you are speaking directly to them, and most of them will say to themselves…“That’s me!”
History is filled with inferior brands outselling better ones thanks to more effective marketing and advertising. Only superior marketing has the power to overcome and reverse the possibility of that. And your first-rate products and services deserve the level of customer marketing and messaging that achieves that. Now you just have to convert your message into new clients
Companies grow when they are loved by many. If what you have to sell matters, then your sales and your personal lifestyle should reflect that in a very positive way too.
With that in mind, we also offer “The 30-Day Marketing Makeover” for company owners and other decision-makers who prefer that I do what’s being talked about here, and much more, for them. Please click, call or Email if you’d like to discuss how you can quickly begin generating more sales leads for your company.
The ethical and visceral marketing principles and practices that In-The-Flow employs, causes success to be as close to inevitable as could possibly be guaranteed. Now it’s time to Convert Your Message Into New Clients…