You’ve put the finishing touches on a new event package or product, and you can’t wait to start spreading the word to the industry…
You’re creating beautiful, high-gloss flyers. You’ve booked a booth at the next big tradeshow. Now, it’s a numbers game — cast a wide net, and the right people will eventually come… right?
In the planning world, where success is built on relationships and connection, marketing is a game of attraction. Yes, you want to build awareness and put yourself on the map. But more than anything, you want quality clients — people who share your vision and who can partner with you to create exceptional events.
You may be investing in logos, websites, design, events — but if people you want to attract don’t “get” what you do, or if you don’t show them value immediately, they will just keep walking.
So, how do you attract the RIGHT people — your dream clients — to your business?
This is the beauty of a powerful marketing message. It can turn heads and get people to step toward you. And the best part is, it’s a fairly simple, low-cost way to dramatically boost your marketing results.
No matter how far along in your promotion you are, all it takes is a few strategic tweaks to your message get your marketing back on track.
Let’s take a look at a few important checkpoints to make sure your marketing message is working to attract and not turn off your ideal clients.
Do Your Opening Sentences Say
“We” Instead of “You?
It’s easy to get carried away with what you stand for, what you do best, but those opening sentences are there to immediately grab attention, and show your audience that you understand what they need and care about. This doesn’t mean you have to write something “hype-y”. It just means it needs to be about the reader, and not you. Here are a few examples:
Note that in all the “before” examples, the message caters to the marketer, not to the audience. This often happens when the person writing the marketing piece is the business owner, and can only speak from their own point-of-view.
A simple tweak that turns the message outward now pulls in the reader because it’s immediately showing the reader you care about them, their issues, their concerns.
Are You Describing Your Process,
or Showing Them Results?
Studies show again and again that ultimately people are influenced by emotions, not logic. So don’t get lost in your own bells and whistles. This can be tricky when you offer an elaborate service or a technical product, because it’s too easy to want to “nerd” out on why your equipment is the best, or why your process is so refined.
Always keep in mind that in the end, people care about what results you can bring them:
- Can you save them money?
- Does your service/product save them time?
- Do you make their job less stressful?
- Can you help raise or maintain their status or reputation?
Ultimately, a client will pick you because they believe you can provide them some benefit. And it’s always a good idea to clearly state that benefit.
Let’s take a look at how the same marketing message can be tweaked to appeal to different client emotions…
It’s perfectly okay to talk about the nuts-and-bolts of what you do. Your process or products may truly be valuable—but always circle it back to the results your clients want. Show them why your features matter to their bottom line.
Here’s an easy formula to follow to make sure you’re doing just that:
“This confetti canon does [X], so that you can [save money, enjoy less stress, have a phenomenal event, etc.].”
Do you have one clear Call-to-Action?
Before you write a single word, you should know what action you want people to take. In marketing speak, this is your “Call-to-Action” or CTA.
When you’re hungry for business, you may say, “I want them to do anything—call me, email me, check out my website.” Don’t make them think, give them one clear next step to take. The rule of thumb is a confused mind doesn’t buy.
So what types of Calls-to-Actions can you use? Here are a few ideas:
- Call for a free consultation
- Request a sample
- Schedule a site tour with our online calendar
- Register for the free webinar
- Request your free brochure or information kit
- Request a follow-up call
- Sign up for email updates
Whatever CTA you plan to use, make sure you also have a solid follow-up strategy in place that welcomes them in, acknowledges they’re in the right place, and assures them that the conversation will continue.
A solid marketing strategy must incorporate effective messaging, from the overall strategy to specific positioning and choice of words. If you give this aspect of your marketing a little bit of thought and attention, people will notice. You’ll stand out in a sea of competitors, and those dream clients will start knocking on your door.
Rashi Mehra is a copywriter and key message strategist based in Los Angeles. She helps business owners grow their list and convert customers with strategic websites, brochures, email campaigns, and more. For more information, go to www.highperformancecopy.com.