Greetings Sally,
Instead of racking your brain to come up with the
perfect way to describe what you do, let your clients and prospects tell you what to say.
Here's what I mean: Marketing Mentor client, Drury Bynum of Workerbee Creative, used to say, "I help companies leverage thought
leadership through social media." Huh? Actually, what he does a is online video for promotional
purposes.
Then, one of his prospects said to him, "We're trying to figure out
the video thing."
So I suggested "borrowing" his prospect's language and revising his blurb into, "I help businesses figure out the 'video thing.'"
Here's an example from another client, John Cole, a direct response copywriter specializing in
the aerospace
industry. His prospect wrote to him,
"Without a formal "marketing department," our team struggles to
get
revised and relevant content for ads, the web site, brochures &
trade show
materials. Often, it involves many rounds of revisions with engineers
and execs
providing content - and they never have adequate time to devote to this."
All he has to do is tweak that paragraph into a question for his own web site or intro letter:
"Are you without a formal
"marketing
department"? Does your graphics team struggle to
get
relevant content for ads, the web site, brochures &
trade show
materials? Does your process get bogged down with many rounds of revisions with engineers
and execs providing content - and they never have adequate time to devote to this. If so,
I can help."
Here's one more example, in a message I got just this morning from someone who's interested in how
Marketing
Mentor can
help him grow his business:
"My client base is very stable and loyal but I'm bored to
tears because we are doing the same projects over and over. I would
like to be working on bigger more creatively challenging projects with
other creatives. I feel a bit stuck."
What if I use that quote on our new web site, followed by: "Does this sound familiar? If so, we
can
help." I just might try that.
That's it for now. We're counting
down -- til
the Creative Freelancer Conference so if you're still
considering it but worried that your dream job will come in while you're away,
wake up and join us in Chicago.
And one last thing: I'm coordinating the next Marketing Mentor groups so if you're been
thinking about one of them, reply to this message and I'll let you know what's available.
Ilise Benun
Marketing-Mentor.com
