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On today’s episode of The Sales Evangelist, Tom Poland helps us learn more about how to effectively create a marketing message that will guide your prospects through the buyer’s journey.
Tom helps professionals create a systematic flow of inbound leads. He’ll help us create a unified message between sales and marketing instead of bumping heads constantly.
Some people have suggested that sales and marketing are like siblings, and when they aren’t getting along well, it creates chaos in the family.
When you wake up on Monday morning to discover multiple bookings by people who want to talk to you about becoming a client, and they have a pretty good idea of how you work and what you charge, that’s inbound.
They’re quite convinced that you are their number one choice to solve their problem or meet their challenge, and you didn’t need cold calls or direct mail letters to connect with them.
That’s the magic of inbound: creating high quality, well-qualified new client inquiries.
Tom says it’s a mistake to be singularly focused on just finding leads. It’s not about finding the leads, it’s about finding the people who are happy leads.
Finding leads is a little like running through the forest poking bears. The bears are asleep and you’ve got a honeypot that you want them to reach, so you poke them all and wave the honeypot in front of their noses.
If their hunger exceeds their anger, you get to live.
Good marketing gently puts that honeypot outside the forest in the form of some kind of content marketing. The people who put their hand out metaphorically and stop to smell the honey are the ones you want to put an offer in front of.
The creation of marketing assets serves as the great separator between people who stay stuck on the treadmill and those who actually create something scalable.
Marketing assets can be presentations, lunch-and-learn opportunities, webinars, videos, or a book. The asset has to match the audience.
It’s no good running a webinar for CEOs because they aren’t webinar people.
In most cases, sales reps will have three target audiences:
- corporate executives
Each of those markets will have different assets or mediums that they’ll respond best to. The creation of those assets demands that you include the right subject matter, communicate the right way, and reach the right people.
If you’re starting a webinar or a series of videos, the first question people will have is “Why should I listen to this guy or girl?”
Next, we need to describe the problem in such a way that the audience knows that we understand their challenges. Finally, we’ll address why their previous efforts have failed, which builds a depth of relatability and respect for your expertise.
You must lay out a sequence that you lead the audience through from the start.
Normally they’re open-mindedly skeptical: open-minded enough to attend your meeting but skeptical enough to ask questions about your background and the solutions you’re offering.
The audience is looking for something valuable. They’ve given up their most precious resource in the form of their time, so they are looking for something they can implement.
When you give people what they came for, you differentiate yourself by giving real value. Allow your prospect to walk away with something valuable. If they buy, great. If they don’t, they still walked away with your brand in their brains.
Say something different
Your message must cut through to your prospects. You’ve got to say something different than your competitors are saying.
If, for example, every business around you is promising to help you grow your business and find more free time, you’ve got to stop repeating what everyone else is saying.
Secondly, you’ve got to motivate people to take the action you want them to take.
1. Make it benefit-rich. Instead of talking about being a business coach or a software developer, talk about the benefits.
2. Include specifics, which increase both believability and desirability.
3. Be different. When you incorporate cut-through, you immediately motivate the person to want to know more about your product or service.
You have to hit the sweet spot between believability and desirability.
Whatever you are, be authentic. Whatever you do in your message, make sure that you can not only deliver but over-deliver, because you want the referrals and the word-of-mouth.
You want people excited about what you do, and you want to have quality experiences, which means you have to under-promise and over-deliver.
You set the expectations at a level that you know you can exceed. It means that you have to be good at what you do because you have to set the expectations at a desirable level and then over-deliver.
Scale your value delivery as much as you can because it gives you more resources for marketing. Marketing is what makes the money and it’s where the magic happens.
When your groups are communicating and the message is unified among the entire team, magic can happen.
“Marketing Message” episode resources
Email Tom or connect with him at leadsology.guru. You can find lots of free stuff there, including the famous five-hour challenge that will help will help you create an effective marketing message so you can generate some leads.
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