Wildly successful marketing expert and ClickFunnels founder Russell Brunson asked a million dollar question in a recent podcast — How do you get your target market to FOCUS on your message for even five seconds?
It’s a CRAZY noisy world.
We’re constantly bombarded with marketing. Instagram. Facebook. Twitter. YouTube.
If you’re a professional service provider dead-set on doing your best for your clients, it doesn’t seem fair that the biggest, loudest, flashiest voices get the “worm”. (You know, “the early bird gets the worm”).
Maybe you only have five seconds or less to capture your target audience online.
Or maybe not. Maybe that climb to the top will take T.I.M.E!
My take? Perhaps great marketing for quality service providers is a combination of the five-second rule AND the story of the tortoise and the hare.
If you’ve never heard this Aesop’s fable, here’s my five second version: It’s the ultimate practical joke in the Animal Kingdom. Everyone knows the outcome, right?
The race is set between the flashy, fast-talking, handsome Hare and a slow-moving, heavy Tortoise. BANG! They’re off.
Hare prances, dances for his audience, and zips off at lightning speed, leaving Tortoise to eat his dust. Once he’s far enough ahead, he decides to take a short snooze.
Tortoise crawls along lifting one cumbersome, heavy leg at a time. He never stops moving slowly but surely.
Along the way, he passes the sleeping Hare but does not pause until he crosses the finish line!
The Animal Kingdom gasps then raucously applauds, waking up Hare.
“Slow and steady wins the race.”
Ever heard that line before? I’ve repeated this hundreds of times as an educator, encouraging my students to persist, to keep climbing, to take one small step at a time.
Content marketing needs both elements — pizazz and persistence.
Here are three ideas for pizazz:
- Real photos and stories of real people in your business. Give some inside glimpses of your business. Tell your story in your bio, and add personal touches of who you are outside of the office. People want to do business with real people, not just a long list of accolades.
- Client success stories. You can hire a writer to interview and highlight your happy clients in your email newsletter or company blog. Stories are huge credibility builders. If you are a B2B company, a fresh, full-fledged case study may be just what the doctor ordered.
- Go LIVE. Whether it’s Facebook or LinkedIn, give it a try. Just chat with your potential clients. Always provide a bit of helpful information. If you’re a lawyer, share how to avoid getting that into that hot mess in your area of law. If you’re a doctor or dentist, perhaps it would be sharing the most common ways people sabotage their health or their teeth.
How about three ideas for persistence marketing?
Why do I call it “persistence marketing”? Most content marketing is effective as a steady drip. You have to show up regularly to build confidence and trust. We’ve seen more than one shop in town end up closing due to irregular hours.
- Start or revive your online newsletter or blog. Treat it like a brief bi-weekly chat with your current or potential clients. Always be helpful and friendly. Don’t be long-winded and boring. Unless you’re speaking to a very technical market, save the long posts and in-depth explanations for a rare occasion. Make sure your content is shareable! Happy clients will spread the word for you.
- Post on Facebook and LinkedIn regularly. Here’s where you and your freelance content writer can strategize. You can repurpose blog or email content. Share local events. Make connections to news events that tie in to your services. This is also shareable content.
- If you mail monthly bills, include a brief, friendly bit of helpful news in the mailing. Perhaps include a helpful checklist or an informative brochure. Again, a content writer/marketer will know your target market and help you strategize for success.
- Automate some of your marketing using The Attraction Marketing Formula. Instead of driving clients away with TOO much noise, woo them with small bits of digital marketing. For FREE information, click this link.
How will you add pizazz and persistence to your content marketing plans today?
I offer a free 30 minute content strategy session for new clients only where I look at your business online and discuss ways to improve your copy or content marketing. Julia, at your service! Call 443-362-8789.