photo credit: Steve Rhodes

You’d think if you just shouted loud enough your prospects would hear your message.  But that doesn’t work, and it doesn’t make them think well of you.  So how do you formulate a message that gets your prospects to pay attention to you, and want to more about how “you” can help “them”?

Last week I pointed out that your communications must focus on your prospects. Your prospects want to know what’s in it for them.  They won’t listen to your message, and they certainly won’t respond to a message that doesn’t have a big benefit for them.

You want to keep that message tight.  There are a couple of reasons for that.

• our attention span is shorter than ever, and we just won’t listen to a long message unless that message is so powerful it literally has us riveted
• it helps you to gain clarity about what you’re doing
• you can re-purpose that message in a number of ways

Dean Rieck poses an exercise for developing a 60 second radio ad.   This is a great idea because if you can say everything you need to say in 60 seconds you have a message your prospects will listen to.  In essence your just following the old marketing principle of AIDA:

• Attention - get the attention of the prospects you want to talk to
• Interest - give them a clear reason why they should listen to what you have to say
• Desire - build there desire to want to take action
• Action - give them a way to reach out to you to learn how to get what they want

How could you use a short message like that?  Well, most of you aren’t going to run a radio ad, however, you could use that short message to:

• develop your core marketing message to introduce yourself to others
• use it to make a post card in your direct mail campaign
• use it to develop a small ad placed in a publication frequently read by only your best prospects

And that’s just a few ideas.  The major point to developing an effective communication is to:

• keep it brief with a powerful impact
• it should clearly resonate with your ideal prospects
• there should be no doubt who the message is for, the ultimate outcome they want, and the reason why you are the person to make it happen

You may also want to check these out:

• Report on the 7 Secrets Top Producers Know
• How to market to the near sales
• My inner circle coaching program

This entry was posted on Monday, March 17th, 2008 at 6:00 am and is filed under coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.