OK, I want you to make a choice. Pick A or B:
A. Management consulting services designed to help your managers lead more effectively.B: A Program called: "From Managers to Leaders." This program is designed to turn your managers into powerful leaders.
Pretty similar, right? They are both about turning managers into leaders. But doesn't B sound more valuable to you? So, all else being equal, you're going to be more interested in B than A.
This is the fourth and final in my series on Influence and in this issue I'm going to talk about the power of influencing by communicating value.
First, a review (from the past 3 More Clients):
1. Your ability to influence starts with your ability not to get triggered or upset when you are rejected.2. It takes real intention to influence. You must be very clear about your desired outcomes and have a plan.
3. To influence you must be completely present with your prospects. It's a matter of being, not doing.
Number 4, value, is a powerful influencer. And value needs to be at the core of all your marketing communication. It's the last part of the "Influence Formula": Let go of the fear, focus your intention, be present with the prospect and talk value.
If you work at better communicating the value of your services you will attract more attention, get more meetings and sell more services. It's as simple as that.
Another way to talk about value is making sure you are communicating your "What's in it for me message?" at every single opportunity.
But how do I do that? Good question. Let me count the ways.
Your Audio Logo
Someone asks what you do and you tell them you work with a certain kind of client who has a particular kind of challenge. This sets up people for hearing the value you offer. And then when they ask more, tell them a story of a client you worked with. What was their challenge, what did you do for them and what result did you produce?
Stories with real, tangible results communicate more powerfully than anything else.
Home Page of Web Site
You have less than a second to attract attention on your web site. You do this with good, clean design and a powerful headline that communicates that value instantly. Your visitors can't think about what you mean. They need to get it in a nanosecond.
"How to Turn Underperforming Managers into Powerful Leaders"
There's real value in that. There's something in it for the reader. And there's more to learn (how to...) so they'll keep reading your copy. Seems simple, right? Well take a look at most professional service business web sites and you'll see pretty quickly that most headlines and home pages miss the value entirely. They are boring, confusing, and annoying!
I just looked one up:
"About ABC City Consulting Group" Followed by 5 paragraphs of tiny, unreadable gray type. You think they'd know better. They may be good consultants, but most will never know how good because they'll click off that page in an instant, never to return.
Information-Packed Articles
When you get the attention of a prospect, the first thing they want is more information. They want that value. They want to understand what you know, how you think and if you have something that could help them.
And an article, what I call a "10 Mistakes Article," is perfect for that. You simply identify ten (or 5 or 7, etc) mistakes your clients are making. Your article outlines those mistakes and gives focused solutions for each of them. Again, that's value. It's interesting and they will respond to it.
Talks and Presentations
What better way to deliver value galore? They not only get your message and receive some information, they get a real experience of you in action delivering that value.
Do these influence? You bet they do. And if the quality of the value you offer is high, those in the audience are going to want more. You have accomplished your goal of influence - to get a favorable response from qualified prospects interested in your services.
More Clients Bottom Line: If the job of marketing is to influence, and the primary way you influence is by communicating value, then your marketing plan should be clear: Get to work at communicating loads of value in every way possible to your target market.
What value are you going to communicate in your marketing? Please share your answer on the More Clients Blog by clicking on the Comments link below.
Hi Robert, I enjoy your newsletter, there is always something engaging. I felt I would like to share my bigger purpose. I recently listend to Susan Falter Barnes on a telclass entitled What's blocking your money flow. There was a simple little execise which using an nlp model allowed one to see the conflict that may be hidden. You yourself have suggested if you are not generating a six figure income you are blocked somewhere.
My bigger purpose is to be a guide to Spiritual Entrepreneurship. To move beyond the ego and unlock the real potential that is truly in all of us. I have realised I am passionate about all things spiritual but have lacked courage to come out of my closet so to speak. This realisation has been so amazingly libertating for me. And I want to help people feel this level of complete freedom.
Posted by: Joseph Geraghty | July 26, 2010 at 05:49 AM