Core Message

Your audience has the answers                                                                                                                                                                                                                                                                                                                                                                                                                 February 20, 2024 | [Read Online]( This week I’ve been working on new ad media. We currently spend about $6,000 a month on pay per click advertising across Google, LinkedIn and Meta (Facebook/Instagram). I want to grow our spend (and thus attract more clients) but we need more media to test. To date we have almost exclusively relied on testimonial videos as our ad media on LinkedIn and Meta. For Google, just text ads, the sponsored results we all see when we search. While I need help when it comes to the design of graphics and editing of videos, the core messaging is relatively easy for me to come up with. When I say core messaging, I mean the ideas and copy (words), the angle we use to speak to the world about my company [InboxDone.com](. Your messaging is actually the most important part of marketing. How you position your offer, what triggers you use, what benefits you offer and rejection points you address. Let’s not forget the hook as well. The very first few words in your ad designed to grab and engage people enough that they keep listening. How To Know What Message To Use It’s easy for me to know what messaging to use because I’ve spent the last seven years listening to our target customer. Every week I do sales calls. Every week I hear people explain their situation with email and other tasks. I know the words they use, I know the doubts and fears they have about whether our service can work. I know what they have tried before to solve this problem, what has worked and what hasn’t. I know what they value and I know what stops them from making a decision. I see their situation, what tasks they perform, what goals they have and why they will benefit from our help. I don’t have to guess because they tell me. This is frankly, amazing. It’s such an advantage to get to speak to people who are interested in buying what you sell on a live call. For example, one of the common clarifications we have to make is how exactly can our assistants understand how to respond to emails. Email is personal. It’s situational. It may require complex knowledge or relationship history to understand how to reply. We have a process in our company called [The Handover](. I won’t go into the specifics, but it’s a process where our assistants learn the necessary context and role specific information, so they can answer even more complex emails. It’s something we built the company around from the beginning, and sets us apart from all other virtual assistant agencies. We’re email specialists, so we have a process all clients go through that is unique to our business. In our video advertising media, I introduce The Handover as a way to deal with the confusion around how we reply to emails. This also helps build trust. If email is their main issue, we quickly start to look like a legitimate solution — the best out there for this one specific task. There are many other triggers, benefits and rejection points I can draw upon, all of which have come from my experience selling to clients on calls. Don’t Guess, Find Out When I teach people how to start content and coaching businesses, I always recommend finding a way to speak to your audience. Ideally, talk to them in a situation where you are either selling them something, or delivering a service they paid for. In most cases it was doing one-on-one coaching calls, or speaking to people within communities, like a Facebook group. Talking in person at events can also help. This is not a task that should have an end date. As long as you are in business, you will need to keep talking to your audience in some way. As your business grows and you get clients, these people will become your best source of feedback. They spend money and are hungry for a result. They buy from you because they believe you can help. Every interaction you have with them is insight into what messaging to use in your marketing. There’s no such thing as too much client feedback. You can always benefit from more. If right now I asked you… What are the top 3 questions people have before deciding to purchase from you? …do you know the answers? If you are not sure of the answers, you need more feedback from real prospects and customers. Not friends. Not random people. People who have the intention to spend money or have already. You might get these answers on a sales call, during a Q&A on a live webinar, inside a facebook group when you run a challenge, or in questions left to social media posts you publish, or in an email sent to you prior to making a purchase. If you don’t have this feedback, you’re not reaching enough people. Get out there and market what you sell. You can never do enough. Yaro [fb]( [tw]( [ig]( [in]( Update your email preferences or unsubscribe [here]( © 2024 Blog Mastermind Ltd 330 Avro Ave Pointe-Claire, QC H9R 5W5, Canada [[beehiiv logo]Powered by beehiiv](