When you don’t have millions to spend on marketing campaigns focused on brand awareness, you have to be creative.
One way to do that is to craft a compelling description of what you do. If it’s memorable enough, people may be intrigued by it and then think of you when they come across someone who needs your services.
Unpaid marketing team
If you can create a message that isn’t easily forgotten, and especially if it centres around a pain point that the potential clients have, you will have a free team of people doing your marketing for you.
Here are some people who have managed it:
I met an insolvency practitioner at a local networking event. In layman’s terms, he shuts down companies that have gone out of business.
An important job, no doubt, but he explained to me that he was the sort of person you never want to meet.
However, he came up with a way of softening the impact of how he describes himself. He sometimes introduces himself as a corporate undertaker.
It always raises a smile and softens the blow if you do find yourself in a position where your company needs to be shut down.
“I love invoicing and paperwork”
I couldn’t believe my ears! A lady who actually enjoys doing all that invoicing work: getting the right details on the invoice, sending it out on time, and then calling if the invoice is overdue.
Her headline on LinkedIn reads: “Let me loose on your invoices.”
You didn’t see that one coming, did you?
Here’s how he described his job. “I’m a taxidermist, and my job is taking a dead animal and making it look alive again.”
The dog lawyer
There’s a lawyer in Melbourne who is a “dog lawyer”: specialising in laws involving pets.
The aim here is to make someone remember you … even if they don’t remember your name.
Focus on the expensive problem
It’s easy for us to speak about what we do, but we’re better to focus either on the trigger for the expensive problem that you solve. In other words, talk less about what you do, and more about what it does for your client; what difference it makes.
By concentrating on the expensive problem, or the outcome that you get to after you’ve done your magic, you won’t have to speak so much about your process to get attention.
Anthony English helps consultants to attract better clients, speak their language and make more sales. He offers a free email course for anyone who wants to learn how to Win More Business.
You can sign up for the first lesson here.