Sell More If Your Messages Are Clear
Customers naturally gravitate towards products and services a business is known for.
It is common for customers to have many options.
Take a grocery store as an example.
Aisle after aisle, each shelf is filled with variations of similar products. Each brand offers its unique flavor combination, packaging, and choice of ingredients.
The same applies to services.
Although many accountants offer tax preparation services, their areas of expertise and ways of interacting with their clients can substantially differ.
Physicians, coaches, lawyers, general contractors, interior designers, and photographers provide services within their respective fields; however, each professional focuses on different aspects and has an individual approach to working with clients.
For example, one interior designer might specialize in large restaurant designs, while another might focus on high-end residential projects. Similarly, one photographer might specialize in weddings, while another might focus on product photography. Despite being an interior designer or a photographer, they serve distinct niches.
Define Your Niche
Defining what you do is sometimes harder than describing what you do not do.
However, if you want your message to be clear, you must narrow your business focus and pinpoint your niche.
It is better to do five services exceptionally well than 100 with average results.
Customers naturally gravitate towards products and services a business is known for and share their positive experiences on social media and in reviews. That's how word-of-mouth marketing starts.
Customers who are confused about a company’s niche are more likely to seek services elsewhere.
Know Why Customers Buy From You
Businesses love five-star customer reviews. What they should love even more is when their customers take the time to write about what exactly they liked about a product or service.
These reviews are a treasure trove of information and provide valuable insights into what makes a business stand out in the eyes of its customers.
How customers see a brand is far more important than how a brand sees itself.
Know Who Your Ideal Customers Are
Many businesses want to appeal to everyone, believing a large customer base will make them more money.
However, this is often not the case, as 20% of customers typically account for 80% of sales and profits.
A more effective and less costly strategy would be to concentrate on ideal customers by tailoring the marketing messaging to their preferences.
Clarify Your Message
Branding is about aligning how a brand wants to be perceived with how customers actually perceive it. It’s about aligning intent with reality.
If businesses don't know their niche, ideal customers, and why customers buy from them, the marketing messages are often too convoluted to appeal to their ideal customers, and their marketing efforts don’t show the desired results.
In response, many businesses increase their advertising spending. While they might attract some customers, even ideal customers, it is often more by chance, leading to staggering advertising costs.
Instead, brands should look at themselves through their customers' eyes and consider closing the gap between a brand's intentions and their customers' experiences.
Closing this gap is crucial for creating clear messages that increase sales and brand loyalty.
Narrow Your Business Focus to Boost Sales: Focusing on 5 services and doing them 100 times instead of offering 100 services and doing them 5 times will likely increase sales and profitability.
Word-of-Mouth Marketing: Word-of-mouth marketing is a highly effective marketing strategy for acquiring new customers without spending on social media pay-per-click advertising.
What Is PPC Advertising? With Pay-Per-Click (PPC) advertising, companies can precisely target their desired audiences, track which ad a user clicked on, and directly associate that ad with a subsequent product purchase, making their online campaigns more effective and their marketing strategies more successful.
