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How Important Is Your Marketing Message?
©2005 By by Charlie Cook
last week from Phoenix, Arizona with some
news about his web site. He first contacted me
in the fall of
2003. He had a web site that was helping him
generate a healthy
income but he sensed he could be doing even
better. He wanted to
get more visitors to his web site and get more
of them to
contact him about his retail liquidation
Are you interested in getting more prospects to
your web site
and prompting more of them to contact you?
Over the two months I worked with Bob to help
him clearly define
his target market, identify the problem he
solves, and clarify
his marketing message. We improved the copy on
his web site and
the structure of his web pages to prompt more
people to contact
him. I showed him how to write articles and use
them to generate
a steady stream of visitors to his site.
Bob was happy with the results of these changes,
but I wasn't.
He was getting more visitors to his site and
more inquiries, but
I thought there was potential for even more
growth. I knew that
Bob could be doing better if he would just
change his marketing
message. Despite my best efforts to persuade,
cajole and prompt
him to rethink how he talked about what he did,
Bob was happy
with his existing marketing message.
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Prior to working with me,
Bob had spent ten years regularly
experimenting with his marketing message and had found a
sentence that generated the best response he’d ever had. It
working; he was keeping busy, making money and didn't want
mess with success.
We finished our work together almost a year ago, so I was
surprised when Bob called last week. It turns out that he
stopped experimenting. He had taken my advice to heart after
and been fine-tuning his marketing message so that it
the problem he solves for his clients clearly and concisely.
With this new marketing message at the top of his web page,
is getting 3 times the number of inquiries about his
That's 300% more people who know the problem he solves and
are contacting him about his services.
How much more could you be making if you had 3 times as many
people contact you about your products and services?
When your prospects are considering a purchase, they are
to solve a problem. They might want to eliminate back pain,
their child’s college tuition, sell off their excess
quickly so they have more operating cash on hand, as in
case. In every case your prospect has a problem or need that
prompted their purchase.
Your prospects are hoping you can help them. They're hoping
have the solution to making them happier, smarter and
They are buying the result you provide.
When a prospect meets you or visits your web site, the first
item they should see is a statement of the problem you
Your prospects then immediately know whether you can help
Why is your marketing message – your elevator speech – and
way you talk about what you do so important?
At ten to twelve words long, your
marketing message won't cover
all the problems you solve, establish your credibility or
value you provide. But if the first thing you say to a
doesn't get their attention, they won't stay at your web
read the rest of your marketing materials or listen to the
of what you have to say.
Bob spent over a decade experimenting to find a marketing
message that helped him generate a steady income and then in
few months discovered he could improve on it by three
percent. Don't wait ten years to do the same with your
marketing. Write, test and use a problem solving marketing
message and more people will contact you about your products
ABOUT THE AUTHOR:
The author, Charlie Cook, helps service
business owners and marketing professionals
attract more clients
and be more successful. Sign up to receive the
Strategy eBook, '7 Steps to get more clients and