Think about this…
In the not-so-distant past, selling to new clients was INTERACTIVE.
Generally, you were FACE-TO-FACE with your prospects.
Before you pitched your services, you LISTENED to them.
If you were good, you made MENTAL NOTES about what was IMPORTANT to each prospect.
You READ their body language. You MONITORED their voices and eye movements.
As a good sales person, you were absorbing a hundred different things before you began any kind of sales pitch.
In the old days of “Qualify, Pitch and Close” — this was the FIRST STEP.
ONLINE SALES IS JUST THE OPPOSITE…
In the new world of “online” marketing, you simply don’t have the same INTERACTION.
For the most part, you have no interaction at all.
Everything in online marketing is a ONE-WAY COMMUNICATION (with YOU doing all the talking).
Therefore, when it comes to websites, blogs and social media, you need to have some idea of WHO you’re communicating with.
Your TARGET audience.
If you know WHO, then you’ll know HOW!
DO YOU RESONATE..?
In today’s online marketing, your messaging really needs to RESONATE with the audience you’re targeting.
For example, if you’re targeting the 24-34 age group, then, much of your communication will be geared toward APPEARANCE.
Many in this audience are seeking romance, new jobs and other activities where appearance is a top priority.
On the other hand, the 55-70 age group is much more interested in ENERGY, ROM and just FEELING BETTER.
THE DEEPER THE NICHE – THE MORE YOU RESONATE
The more narrow your niche, the easier it is to RESONATE.
For example, we assist a coach who works exclusively with LEFT-HANDED ATHLETES.
Another focuses on TRAVELING SALES PROFESSIONALS who typically workout in hotel/motel rooms.
Another works with FIREFIGHTERS.
We also work with a coach who trains LONG HAUL TRUCKERS!
Did I mention the trainers who specialize in GOLF..?
SPEAK THEIR LANGUAGE
In all of these instances, the audience is very specific.
All prospects in each narrow niche typically have:
- Similar characteristics
- Similar experiences
- Similar pain points
- Similar goals
In many niches there is specific jargon that identifies you as “one of them!”
And, “being one of them” builds trust — that evolves into a relationships.
WHY IS THIS IMPORTANT..?
Resonating with your niche is super important because “ONLINE MARKETING” is different!
When a prospect visits your website, the ultimate question is: “Does this person ‘get me?”
If the website doesn’t “talk” to the specific audience and doesn’t relate to their needs, you’ll likely lose them forever.
START WITH THE “ABOUT” PAGE
Did you know that after the home page, the ABOUT PAGE is the most visited page on all websites (followed by blog and contact)?
On most health and fitness websites the ABOUT PAGE is usually all about the owner(s) and staff.
And, it typically includes things like certifications, education, experience, gym layout, equipment, etc.
All of this is fine… but, does any of it RESONATE with the online visitor/prospect?
THE NEW ABOUT PAGE…
As crazy as this sounds, the most effective ABOUT pages are about THEM and not you!
For example, here’s an easy one for trainers who target seniors:
Old About Page Claim: “I have 23 years of experience and am NASM certified in Senior Fitness.”
New About Page Claim: “Perhaps you’re feeling more lethargic, stiff and less confident. With my 23 years experience, I’ll have you feeling like YOU again.”
Do you see the difference?
An ABOUT PAGE for a site that targets traveling sales professionals might include:
- Recognition of chaotic schedules
- Eating on the road
- Driving long distances every day
- Catching flights
- Sales presentations and stress
Don’t get me wrong. You should still include information about your credentials and experience. But, learn how to weave them into the conversation with your online visitor/prospect.
Or, simply line list all of it at the bottom of the page.
THE NEW WORLD OF RELATIONSHIP MARKETING
Listen, I know you know all about relationships. You probably have deep relationships with many of your clients.
But, online marketing is about building relationships with COMPLETE STRANGERS.
So, the more you can create an ONLINE CONVERSATION by anticipating your target audience and RESONATING with them… the more successful your online business will be!
I hope you find this helpful…