How To Communicate Your New Offer When You’re Not Sure What It Is
Small business marketing means moving so fast you aren’t sure where you’re going, but you need to be ready to sell.
Do you have questions like these:
How do I explain what I offer? I want to stop working one-to-one and move more to groups, memberships, and workshops.
I find I start talking to clients about their marketing tactics…but I really end up talking to them about mindset. How can I reposition myself?
When these questions arise, it’s easy to get caught up in revising your website, changing your business name, or finding a new way to describe your services.
But those steps probably won’t help. They often lead to that “going in circles” feeling.
What can you do instead?
Rather than start with the message *you* send your clients, start with the message *they’* send to you.
Here’s the way it works: A micro case study.
Harold helps entrepreneurs whose businesses have grown to the point where they need to hire more resources. A former HR manager, he helps them decide whether to hire full-time W-2 people or freelance W-9s. He coaches them to deal with hiring people and re-evaluating the company’s needs over time.
Harold’s clients say, “I have more work to do than I can handle. But I’m scared of getting locked into a payroll. And I have no idea what’s legally required: if I hire a freelancer, what paperwork do I need? What does a sample contract look like?”
Now Harold wants to offer more workshops instead of one-to-one. He begins by looking at the backstories of clients who’d be attracted to this offer.
Most likely clients would bring almost the same backstory as those who sought one-to-one coaching.. But they might also say, “I don’t know what questions I need to ask.”
That’s a great…
