Three Types of Prospects (and how to use Content Marketing to Attract them)
Are you tired yet?
Like most business owners, you're probably feeling the wind slowly being knocked out of your sails - and it's only February. So many plans you beautifully crafted in Q4 of last year have already started to collect dust on the shelf.
So, what now?
Let me tell you one thing you should not do. Do not DIY yourself out of business.
One of the best things to do in your current moment of overwhelm is to take stock of the tasks and projects currently "on your desk."
What can be delegated?
What can be pushed for another quarter?
What doesn't need to be done at all?
Most importantly, what can only you do?
I know you've likely heard this advice before, but it's worth repeating and I know this reminder will help someone reading this better organize their work load to become more efficient.
Marketing Minute
Speaking of efficiency, let's talk about prospecting
Yes, we're a marketing agency, and prospecting is technically a part of your sales strategy. However, it is important that you understand how your messaging can attract the wrong type of prospects. When you understand the kind of people you're trying to attract, you can streamline your messaging. You're no longer talking to 'er body.
Messaging to the Three Types of Prospects
There are typically three different types of prospects, and it is up to you to figure out which one you're talking to in your marketing.
Prospect Type #1: The "Everything is Fine" person
This person is not in "pain" just yet. Things aren't great, but they've been in business for a while and are content with where they're at. They often lack urgency for action, and will tell you "this is how we've always done it" and it worked. Your marketing to this person would have to speak directly to the false sense of security they feel in their middle-of-the-road existence.
Prospect Type #2: The "Everything is on Fire and I need help yesterday" person
This person is desperate. They're ready to make a decision now, and is looking for solutions to their very pressing problem. Your messaging should speak to this urgency, and outline the value they'll get for the price. You may also need to offer payment plans, or ways for this person to pay overtime.
Prospect Type #3: The "High Performer" person
This person is looking for ways to beat their competition. Things are going well, but they have a feeling they could be doing better. More than likely, they've seen what the next level is and they're willing to pay to get there. This person will need to see social proof. Lots of it. They need to see case studies, and they need to understand that the service they're getting is premium. They need assurance that they can hand the project over to you, and get back to their zone of genius. You should be talking about how your services ties directly to their goals. Heavy emphasis on market domination is a must.
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Please understand that, generally speaking, none of these three types are more favorable than the other. There are challenges with each of these prospect types.
So, who is your ideal prospect? Are you crafting messaging specifically for them?
Ps. If you need help crafting your messaging to ideal clients, we'd love to help. Schedule a quick 15 minute consultation below, and let's chat!Add text to your email.