Attracting the ideal client can be quite a challenge. First you have to figure out exactly who that client is, then you must determine what they need and how to tailor your offerings to match. Finally, it is critical to communicate effectively with your target—to be where they are looking, when they are looking.
Even if you have the right product or service and market it expertly, standing out requires differentiating yourself with a competitive advantage. The most successful companies focus on a single capability or quality that solves their ideal client’s most pressing pain point. Think about McDonald’s: not the best-tasting or healthiest food, but you know it will be faster than Wendy’s or Arby’s.
Find out what matters to your client, then deliver it better than anyone else. Tailor all your marketing efforts to incorporate the message “We are best at ______________ “ (your differentiator or USP—Unique Selling Proposition).
Here are 5 tips for determining and sharing your differentiating quality:
Take some time to ponder this critical question: What is your unique capability? Of all the things you do, what do you do best? Is there something special about your product or service, how you deliver it, how you add value, or how a core value infuses everything you do? Is your process better? Do you have a unique business model or customer service approach?
Think about what drew your existing customers. Why are your longest-term clients still using your services? Are you easier to work with? Are interactionswith your staff more pleasant? What is the most satisfying complement you ever received from a client? Do you think other customers also appreciate that quality?
Think of ways to go against the grain of trends in your industry. What can you do differently that will position you as an innovator? Deliver faster, more accurately, with a simpler contract, a better guarantee, or better access? Can you offer training, blogs, books or videos that demonstrate your expertise in your client’s field?
Study the competition’s leaders. Find their weak points by reading reviews. Solve the problemstheir customers experience.
Once you have the differentiating factor, narrow your target market to the type of prospects who will most appreciate it. Determine the best way to communicate with them. What do they read, watch and listen to? Make it easy for your ideal client to find you.
It can take time, but focusing on your competitive edge will make all the difference in the success of your marketing program.