Client Magnets Official Blog

Marketing your own business can really feel like an uphill struggle sometimes, can’t it?

Some marketing campaigns produce okay results, but at times you probably feel like you’re doing a lot of hard work to get that result. But there are also those marketing campaigns that just take flight. Where you feel, “Oh my goodness, there’s some big energy going on here and all I really need to do is steer and hold on as best I can.”

That’s the kind of marketing campaign and feeling I want to help you achieve.

Firstly, you need to know exactly what your market really wants. That, to me, is the foundation of successful marketing: understanding what your potential clients really want at a logical level and an emotional level.

Knowing what your market wants is the foundation. But just like a house that is up for sale, that strong foundation needs personal and finishing touches to set it apart from other houses, and make it appealing and attractive to prospective buyers.

One of the first things you need to focus on when it comes to marketing your business is really emotionally engaging your audience. In order for your audience to be emotionally engaged with your business, they need to be emotionally engaged with you. There has to be a certain degree of personal revelation.

Now, this is something that you may find difficult. Often, business owners have this rule, this mindset that, “This is business and this is personal and never the twain shall meet.”

But, and I’ve shared this many times before, one of the best ways to create likeability in your marketing is to reveal things about yourself. Especially things that you may consider weaknesses or things that you’ve had problems with in the past.

Dan Kennedy, the marketing consultant, is a real proponent of personal revelation. Whenever he works with someone’s business, one of the main marketing tools he uses is to try to create a business around a character.

Here’s an example…

Let’s say there is a company called “ABC Carpet Cleaners.” How about changing the name to “Ted Harris Carpet Cleaners”.  Then featuring Ted in the marketing of the business, telling the story of Ted and his two sons and why Ted is in business.

The idea is to build Ted’s story, taking a commodity business – carpet cleaning, and turning it into something different, something extra. It’s about connecting with your prospects at an emotional level.

So think about how this could apply to your business.  Are you leaving out what it is about your business that makes it special? Are you telling your story? Can customers put a face to your business? (a simple photo on your web site or business literature is a quick fix for that).

Set aside some time to really analyze how you have been marketing your business. Are you making your business personal?

If not, it’s time to make some changes.  Helping your prospects connect with you on an emotional level will make your marketing take flight and your business soar.  Try It!