How to Create Your Marketing Story To Get More Clients
Marketing is nothing more than telling a compelling story. It’s a story that appeals to your Ideal Client while simultaneously repels everyone else.
The real question is how you create that story so that it produces more leads and more clients for your business.
What should your marketing story be?
Your marketing story needs to include 3 critical sections to be complete:
- Differentiate your business from the competition
- Address important customer issues
- Articulate how you solve the customer’s problem
I recommend that you start by understanding your customer’s buying criteria first. As a marketer you need to be able to get inside the head of your ideal customer and understand their wants, needs and desires.
It’s helpful to understand what is driving them, not just logically, but emotionally.
When you can get yourself to that place as a marketer you’ll have tremendous success.
And remember, none of this is meant to be manipulative! The purpose is to attract your ideal client because you know you’re the best solution for them.
Dig into the client issues first…
Answer the following questions:
- What pains do you remove from your client’s lives?
- What problems do you solve for your clients?
- What opportunities do you create for your clients?
- What results do you achieve for your clients?
Action Item: Create 3-5 statements that help you explain why and when a client will come to you for help.
What you do and why it’s different…
The ‘what you do’ is pretty easy. Simply explain your Core Offer in a way that makes sense to possible prospects.
For example: “XYZ Fitness provides personal training to busy individuals that want to lose unwanted weight and start looking and feeling 10 years younger. We do this by providing individualized training programs, a flexible schedule, coaching for support and accountability and nutritional guidance. ”
Now the tougher part…
Determine how you stand out from the competition.
This will take some work to get perfect, but I’ll bet you have at least 3-5 key ways already figured out.
Start by listing out the things you offer or do that your competition doesn’t. List what makes you special.
Try to avoid making claims that everyone will make, such as “I get results faster.” If you make that claim back it up with some proof such as “We help our clients lost 10 lbs in the first 21 days by…”
Remember to make your differentiators matter to your clients. These need to resonate with them more than anyone.
Putting Your Story Together
Now that you have all the pieces needed it’s time to craft your story.
Here’s the specific order:
- Who you (or your business) is and who you serve
- Address your client issues
- Tell how you solve those issues (your core offer statement)
- List your differentiators
That’s a great sales story that you can use in your marketing. There are times when you’ll only use pieces of it and times when you’ll use every component to craft the right message in your marketing materials.
A lot of trainers struggled with marketing because they don’t tell a crystal clear story.
Want to learn how to stand out from your competitors?
Check out our course on creating your marketing message in The Academy. We’ll walk you through the fundamentals of market positioning and how to implement them into your fitness business for better, (more profitable) results.