As promised last week here are the 8 key questions your prospects will be looking for answers to, with some thoughts on the best way to go about answering them. Whether you are developing physical marketing materials or developing the key messages for your website, the questions and principles are the same.
What exactly is this service and why should I be interested?
You need to provide an overview of what you do, how you do it, who for and how your clients feel once you’ve done it! The 60 second pitch that we looked at in our recent post is the ideal structure for this.
Is this service for me?
Talk about the needs, problems, issues, challenges, worries and frustrations that your ideal clients are facing. This is about them, not you.
What kind of results can I expect if I use this service?
Answer the question! Don’t do what politicians do and simply restate the message you want to get across. Provide information on the results and outcomes they can expect.
Who else has used this service and what results did they get?
This is about evidence. Provide case studies or success stories that prove that you deliver what you claim.
How exactly do your services work?
Let them know what the process is and how long it will take. Tell them how the service you provide is structured.
Are you any good?
Demonstrate your credibility (case studies again). Tell them something about your background and qualifications. Evidence that you have the expertise required and why they should hire you rather than someone else?
How can I find out more?
Explain to them the steps they need to take to work with you and what will happen when they first contact you.
What valuable/relevant free information can I get from you right now?
Develop relevant guides, create “FAQ’s” let them subscribe to your newsletter and capture their email address so that you can send them more relevant information about the areas they are interested in.
Being able to answer these questions in a consistent, clear and compelling way is key to marketing success and connecting with your prospects.