Episode 40: Marketing is a Discipline that Determines your Business Growth

Sep 02, 2020

What you will learn from this episode:

Learn about the strategy of Persuasion and Influence
Find out what are the important C’s to consider in crafting a compelling marketing message
Learn about what goes into an effective marketing strategy

Summary

In whatever economy the world is in there is one key to business success and that is marketing. If you have effective marketing, sales become easy. More than the skills we have, we need to know how to attract the right customers. And more than the tactics of posting on social media and on our website, we need to learn about the strategy of persuasive influence. Let it be communicated to clients that we are the clear and only path towards the solution to their problem.

In order to come up with effective marketing, we need to keep the following in mind. First, learn to captivate them, get their attention so we can tell them the rest of our story and the services that we offer, and let them take action. Secondly, communicate the benefits! Talking about the benefits of your services every so often is what good marketing is all about. Customers want to know about the benefits over features. How will it transform their lives? With that, your compelling marketing message should have clarity of superior value. This message should be clear across all platforms used. Don’t confuse them, let them know what you are selling and most importantly, the value they are getting from it.

Another important factor to consider is, your marketing message should create rapport and connection. Have that empathy for your customers, understand their fears and struggles, and where they are coming from so that they can relate to you.

When your marketing message is credible then you build authority. It is easier to convince customers about your services when they clearly know you are the go-to person. What helps in achieving this credibility are the client testimonials and case studies in addition to the list of certifications that you have. There are always subtle ways of positioning and not boasting your authority. When customers see you are an authority, it takes away the accountability of decision making from them. It’s easier for them to decide.

What subjects most of us to indecision is the fear of loss, we are scared to commit mistakes in making a decision. That is why a compelling marketing message crushes those objections. It is important that we remove our customer’s decision fatigue so we can make sales. Let it be clear in their mind right away that we are the only solution to their problem.

One more important point is the call to action. Give them the reason to buy now not only because there is a discount or promotion but because if they won’t, there is something they would be missing out on. This is what you call a consequence of inaction.

In summary, if you have a compelling message that the right customer resonates with, then sales is a no-brainer.

“The more effective you get at marketing, the faster your business will grow.”

- April Meese

What you will learn from this episode:

00:56 - What successful beauty professionals are doing that their business is busy with clients

04:10 - What the answer is to business success no matter what happens to the economy

05:42 - Don’t just use tactics but use the principles of influence

07:32 - Do not underestimate the task of getting customers

12:56 - Your marketing message should captivate the audience

13:43 - Communicate the benefit

14:20 - You must have clarity of superior value

16:30 - It creates rapport and connection

17:46 - Your marketing message should have credibility

21:11 - What is an “authority referral partner”

21:42 - Your marketing should crush objections

25:11 - You have to have a call to action

26:03 - Speak to them the consequences of their inaction

27:01 - The 'I’m fine’ coma

30:35 - Check out a free ‘Live Masterclass’

Key Takeaways:

“No matter what business you think you're in, like, I do eyebrows, I do facials, I do whatever insert beauty service you do, scalp, whatever scalp pigmentation. Whatever you think that you do as your business, you actually are in the business of marketing and sales.” - April Meese

“Do not underestimate the task of getting a new customer.” - April Meese

“Just because you have a website, just because you put a post up on social media, just because you show some pretty before and after pictures, it does not mean people will come in. I think that is the mistake that comes because so many of us have. And so many of you have been led to believe that it's true.” - April Meese

“If you don't stand out, if you're just blending in, you're not going to get the right client.” - April Meese

“You have to get their attention. If we don't get their attention, it is going to be challenging to tell them the rest of the story, right and how we can, you know, actually tell them about the services that we offer. - April Meese

“You have to have clarity of superior value. Remember that a confused mind never buys.” - April Meese

“A compelling marketing message should create rapport and connection.” - April Meese

“ A compelling marketing message should also have credibility. By credibility, I mean, authority.” - April Meese

“There's a real thing in decision fatigue, and, you know, the client trying to figure out where they should go or who they should go to. So when you are the authority, it’s going to make that decision-making process easier.” - April Meese

“Another way to become an authority is to leverage other people’s authority.” - April Meese

“Because everyone has a fear of loss, right? Nobody wants to make a bad decision. Right? And they worry that it won't work for them. They worry that there's too much risk. So when you crush objections, you have to remove those risks.” - April Meese

“You have to have a call to action, meaning that you have to give them a reason to buy now, it doesn't even have to be a discount, just a reason like, get it now so that you don't have to worry about going out in the warm weather.” - April Meese

If you would like to get a FREE copy of my "Uncommon Strategies to Get Clients Now" where I share my signature Client Attraction Formula then click here for that PDF https://www.aprilmeese.com/client-attraction-formula

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Episode 40: Marketing is a Discipline that Determines your Business Growth

Stay connected with news and updates!

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