Trust me. I know it can be tempting to stand on a chair and grab a bullhorn or megaphone to make your message louder than everyone elses. I’ve been in that same position more than once.

But louder doesn’t equal better. In fact, some of the most successful entrepreneurs and business owners communicate with audiences of thousands at just above a whisper. They can do that because they know exactly who they are and exactly who they are talking to.

It took a while, but I learned that getting crystal clear about who I am, where my passion lies, what my strengths are, and how I can be of service to the world is the first step to communicating effectively and getting my message to cut through the noise and reach my ideal client.

Before I could help bring their story to life, I had to fully understand my own story. And with that understanding, came ultimate clarity around who my ideal client is, what their biggest pain point are, and how I can best serve them to change their lives and their businesses.

You see, before I was sending my message out to everyone, and when I marketed to everyone, and didn’t speak directly to anyone, no one listened. It didn’t matter how loud I shouted, my audience couldn’t hear me because I wasn’t speaking to them.

It is only when you know who you are speaking to and you speak right to them about their struggles, that they will truly hear your message and connect with what you are saying.

When you generalize, you get lumped into the giant crowd of marketers all competing for attention. When you target a specific niche and get to know that niche better than they know themselves, you will make an impression and a connection. That way, when you reach out In the future, they’ll be ready and waiting to hear from you, and, even at a faint whisper, your message will slice right through the marketing noise and reach your ideal clients.
 

In week two of my Online Marketing Acceleration Bootcamp, we’ll be spending both a 90 minute training session and a 60 minute Q&A session on helping you discover your own compelling story and differentiators, and examine your target market and ideal client.

Then we’ll talk about how to communicate your message clearly and concisely to attract more ideal, high-paying clients. We’ll also learn some strategies to help you stay focused and avoid the dreaded “Bright Shiny Object Syndrome.”

If you want help figuring out what your compelling story is, communicating your story more effectively, focusing on a target market that fits you, and attracting more ideal clients, I would like to invite you to join me in my Online Marketing Acceleration Bootcamp. In this 9 week program, I’ll be sharing all of my best brand building and marketing secrets, and I’ll be answering your questions and helping you work on your business.

If you’re secretly wishing the “whole marketing thing” was WAY easier, this is the perfect program for you. I break everything down into simple step-by-step actions that are easy to follow and implement. My goal is to help you start getting the results you want NOW!

I hope you’ll learn more about my Online Marketing Acceleration Bootcamp.

Currently, we have a good friend’s two youngest kids (ages 12 and 15) staying with us while they take their oldest on a two-week graduation trip to Paris (lucky kid right!).

We’ve been having a blast baking and eating junk food, swimming and relaxing, doing some great craft projects, and even going fishing (check out the photo!) at S and J Mandarin Grove, my in-laws’ organic mandarin orchard in Newcastle, California! My two kiddos, ages 4 and 6, have LOVED having their new “big sisters” to play with every day.

During their stay, I’ve drawn some interesting conclusions about the similarities between my young teenage house guests, marketing a business, and why you might be a lazy marketer.

Just like teens, you audience WON’T DO ANYTHING UNLESS YOU ASK THEM TO. Teens aren’t going to do the dishes or clean up the house without being asked to. And, guess what? Your audience won’t hand over their email or buy your stuff unless you ask them to. You need to include a call to action in your marketing and make the ask! So many entrepreneurs forget to make the ask and then later wonder why no one bought.

Also, just like teens, your audience wants it to be easy and they wants to get something out of the deal. Teens don’t want to work hard or expend a lot of effort. Well, neither does your audience. Your audience wants an easy, no-brainer buying process that directly answers the two big marketing questions: What’s In It For Me and Why Should I Care.

If you’re a lazy marketer, you don’t put in the effort to get to know your audience, you don’t get out of your own head and into theirs, and you don’t take the time to communicate the results and benefits they will experience and achieve. Unfortunately for lazy marketers, you HAVE TO TAKE THOSE STEPS before you start copywriting or you may just get an “F” in marketing.

Why? Because you never know when you’re going to (get your mind out of the gutter) get in an accident or experience some horrible health issue that results in calling 911.

Just think of it my friend told me, “You get in a horrible car wreck, a bunch of cute firemen come to your rescue, and for some reason your clothes have to be cut off, or they are badly ripped. Do you really want them or anyone to see you in gross, old underwear? No way! You want them to see you in sexy underwear, so even at your worst, you look great!”

Now, my husband is a fire captain and believe me, I have heard some stories that reinforce why you should follow this advice. But, as odd as it may be, this advice applies to your business too!

Your underwear doesn’t really have an impact on anyone except:

• Those who see it like your spouse or your boyfriend or girlfriend. They appreciate it and it makes a difference in their day (or night).
• Yourself. Admit it. When you’re wearing great underwear, you feel sexy and confident all day. You may even feel a little more powerful and sassy.

Your business operates the same way.

Your admin systems and processes run behind the scenes where no one can see them. No one else really cares about your business systems and processes except:

• Those who experience them like your clients and partners. They appreciate the easy flow, streamlined service, and detailed approach systems and processes provide it a business.
• Yourself. Admit it. When you’ve got a plan, your admin is up to date, and your systems and processes are running smoothly, you feel great. You may even feel more confident, more powerful, and more relaxed.

So, even though the public and your target market can’t see them, make sure you always wear nice underwear and make sure your business systems and processes are well planned and running smoothly. I promise that it will make the emergencies, when they do happen, a little more bearable and easier to get through.

What do you think? Have you received similar advice?

I can also bet that even though you may be an expert in your niche, keeping your marketing pipeline full of new customers isn’t your specialty.

That is why I want to share with you three things that you always need to think of when you are working on your marketing materials.

1. Think of Your Mother.
Write the content and design the piece with your mother in mind. Your mother represents a great cross-section of your audience. Would she understand the message? Would she understand the action that you are asking her to take?

2. Think of Your Audience.
What may look great to you, may not look great to your audience. Make sure the piece you are developing makes sense to your target market. Yes, you can ask your friends what they think. But, if they aren’t in your target market, their comments aren’t very relevant.

3. Think of The Result.
What is the end result you want to receive from this marketing piece. Start there when designing the postcard, poster, flyer, advertisement, or brochure. Keep the marketing message simple, clear, and focused on the desired action the audience needs to take.

Make sure the graphic design plays a supporting role to the content. The graphic design should help guide the user through the piece and not overpower the message. For example, if you want the reader to pick up the phone and call you, the design and the content all need to be focused on encouraging the reader to do just that – and nothing else.

Do you agree? Disagree? Have any other suggestions? I’d love to hear them!

1. Know Your Target Market

Don’t just throw up a landing page and hope the right people see it and like what you have to say. You need to spend some time doing research on your target market. Find out what they want, what they need, what problems they have that you can solve, and what would make their life easier, etc. Look at what your ideal client’s income is, where they live, what their hobbies are, what they dream about, what values they hold, and where they shop, etc.

Once you know the answers to these questions and you truly understand your ideal customer, you can tailor your landing page design and content to speak directly to them. By focusing in on your target market, you have more power and impact on creating interest, evoking emotion, and compelling action.

2. Focus on the Desired Action

Your landing page is not your home page, don’t treat it like one. Remember, your landing page has a purpose and it shouldn’t be to promote 5 different products and a bunch of different services. You do not want your visitors to leave your landing page to browse your website.

You want them to take action and sign up for your list, click a link, or buy a product. You need to provide your visitors multiple places to take action. Place one opportunity to convert above the fold, and one about every two or three “scrolls” down your page.

3. Brand Your Landing Page with Simple, Professional Design

Your landing page should match the product or service you are promoting on the page itself. It should also enhance your brand. Working with an Internet marketing savvy, professional designer will help ensure your design is simple, clean, and professional.

Stick to one or two type families and use color and type to lead the eye through the page. Make use of wide margins, and keep all of your content in the center of the screen. Avoid distracting sidebars and information that pulls the reader’s attention away from the page objective.

What do you think? Am I missing something? Let me know you thoughts below!