By Jeff Beals
Once you know what kind of clients you want, then you need to determine what you say and how you say it. What will be your main message? What about sub messages? This goes back to the qualities you established earlier in the strategy development process—mission, vision, core values, long- and short-term goals.
Next, focus on what benefits of your organization would be most appealing to your target audience. What do would-be clients care about most? Whatever it is, craft your communication tactics in such a way that drives these messages home in the prospects’ minds. Regardless of your message, prospects will not be receptive unless you “climb the relationship depth chart” by first establishing rapport, then developing a relationship that leads to trust.
Your message should facilitate the attainment of trust and should be spread out over the entire trust-building process.
Jeff Beals is a professional speaker and award-winning author, who helps professionals enjoy greater success through effective sales, marketing and personal branding techniques. He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. To discuss booking a presentation, go to JeffBeals.com or email at firstname.lastname@example.org or call us at (402) 637-9300.
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