Marketing Your Services: It’s All About How You Help Your Clients
“Marketing your services can leave your audience zoning out.”
As a business owner, if someone were to ask you what your company does, you’d probably give a detailed explanation of your products or services. After all, you’re passionate about your business, and you want people to know all about it. However, if you pause for a moment and consider what really matters to your clients, you might find that it’s not so much about the “what” of what you do, but rather the “how” and the impact it has on them.
When done well, marketing your services themselves can increase your visibility, help lead generation, and increase your revenue growth. It can also boost your brand’s reputation, solidify client relationships, and give you the opportunity to adapt the perception of your services to fit a changing market.
But far too often marketing your specific services becomes a workflow breakdown of what you do that leaves your audience zoning out or half asleep.
Getting to Why it Matters
To effectively market your services, it’s essential to understand that what matters most is not what you do but how it benefits your clients. Your clients are looking for solutions to their problems, and your services should be positioned as the answer they seek. Every service fixes a problem and good marketing focuses on those fixes.
When crafting your marketing messages, think about:
- Client Pain Points: Identify the specific pain points your services address and emphasize how they provide relief.
- Unique Selling Proposition (USP): Highlight what sets your services apart from the competition. What makes your approach more effective or unique in solving client problems?
- Testimonials and Case Studies: Use real client stories and success stories to demonstrate the tangible benefits clients have gained from your services.
For service professionals, think about how your product or service makes daily life better for your clients. What problem is your client facing? How does your service get them back to normal, or better? What would happen if your client continued on with their current problem?
For contractors, think about how you help your clients achieve their goals and dreams. How do you help get them closer to their dreams or goals? What emergencies or problems do you protect your clients from?
These questions will guide you to the answer for why it matters.
How to Explain What You Do
Now that you understand why what you do matters to your clients, you have to figure out how to explain what you do without it coming across like a laundry list of technical details.
Here are a couple of key considerations:
- Simplify Complexity: If your services involve technical jargon or complex processes, break them down into understandable terms. Show clients how these complexities translate into real-world advantages.
- Focus on the Results: Don’t get caught up in the process. Certain steps of the process may require your client’s attention (if they are active in that step of the process), but too much information turns your explanation into white noise. Focus on how your process will get them the results they want.
- Use Visual Representation If Possible: Use visuals such as infographics, videos, or flowcharts to illustrate how your services work and the value they bring.
For contractors and service professionals, the key is to not get too detailed. Your tools and systems are only important to you, unless your client asks. Giving them room to ask is a good way to build trust and a positive relationship.
Emphasize Client Benefits
The way you conclude your marketing messages is what your audience is most likely to remember. It’s your chance to leave a lasting impression. Always finish with a reminder of how your services help your clients:
- Call to Action (CTA): Encourage potential clients to take the next step, whether it’s contacting you for a consultation, signing up for a free trial, or making a purchase.
- Value Proposition: Reinforce the value your services provide. Summarize the key benefits in a concise and compelling manner.
- Client-Centric Language: Use language that places the focus squarely on the client. Phrases like “You’ll achieve,” “Your business will benefit from,” or “We’re here to support your success” can be effective.
Marketing your services is not just about showcasing what you do, but more importantly, how it helps your clients. By adopting a client-centric approach and emphasizing the tangible benefits of your services, you can create a strong and memorable impact on your audience. So, remember, it’s not about the “what”; it’s all about the “how” you make a difference in the lives of your clients.
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