Written by: Olivia Radcliffe, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
To be able to effortlessly attract your ideal clients is one of the dreams of almost every entrepreneur. Having easy, authentic, magnetic marketing messaging is one way to achieve this dream. But to a lot of entrepreneurs, “easy, authentic marketing” is a bit of an oxymoron. Most entrepreneurs struggle on some level to create content that feels authentic, while also resonating with their audience.
Here are five key questions that can help you create magnetic marketing messaging that not only attracts the right people but also compels them to invest in your offer.
Question 1: Who is behind your Why?
Almost all of us have probably had the experience of sitting down to post something on social, write an email, or record a video, and—suddenly—you’re not quite sure what to say. Everything you come up with sounds canned or “salesy” and not at all like you.
But by putting the spotlight on your own discomfort, though, you’re shifting the focus away from the people you came to serve in the first place—your potential clients.
To get past this, ask yourself this question: Who did I start my business for?
Understanding the motivation behind your business is crucial for creating authentic marketing content. When you focus on the people you want to help and serve, rather than on yourself, your content becomes more genuine and relatable. By shifting your perspective and considering the needs of your audience, you can craft messaging that truly resonates with them.
Question 2: What is the biggest pain to my audience right now?
There are two kinds of problems your audience is dealing with: external and internal problems. External problems are the surface problems they go to Google for, like, “How do I get my newborn to sleep?”.
Internal problems are the pain points behind why they’re searching for a solution in the first place. If they are searching for how to get their newborn to sleep, the pain points behind that may be sleep deprivation, frustration, guilt, feeling like a bad parent, fighting with their spouse, etc.
To create compelling marketing content, it's important to go beyond the surface-level problems your audience faces. By understanding their internal pain points, you can connect with them on a deeper level. Addressing their frustrations, guilt, or feelings of inadequacy allows you to demonstrate empathy and show that you truly understand their struggles.
Question 3: What is the reason they have failed in getting a result in the past?
Chances are, your potential clients have tried other ways to solve their problem before coming to you. What are the reasons that they might not have been successful with those methods? Why are they still looking for help?
Recognizing the reasons behind your audience's past failures is crucial for positioning your offer effectively. By understanding the obstacles they have faced, such as overwhelm, confusion, or lack of guidance, you can tailor your solution to address those specific pain points. Highlighting how your approach differs from previous methods they have tried can instill confidence in your audience and make them more likely to invest in your offer.
Question 4: What do they need to believe in before they will invest in my offer?
Before your audience will invest in your offer, your audience will need to have certain beliefs in place, whether it’s believing in their own potential, the possibility of achieving a certain outcome, or the effectiveness of your approach.
It's essential to identify these beliefs and incorporate them into your marketing messaging. Addressing these beliefs will help overcome any skepticism or hesitation. By aligning your messaging with their existing beliefs, you can create a stronger connection and increase the likelihood of conversion.
Question 5: What is your unique angle?
The chances are, there is probably someone else who offers something similar to your products or services. But while there may be others presenting something similar to what you offer, it is your unique angle that sets you apart.
Your experiences, skills, and perspective make your approach distinct. By highlighting your unique framework, methodology, or way of melding seemingly different industries, you can capture your audience's attention and differentiate yourself from competitors. Emphasizing the specific benefits and outcomes they can expect from your unique approach will make your offer more compelling and attractive. By answering these five questions and incorporating the insights into your marketing messaging, you can create authentic and relatable content that resonates with your audience on a deeper level—and feels good to you to share.
Shifting your perspective, addressing pain points, countering past failures, instilling beliefs, and finding your unique angle will help you stand out in a crowded marketplace. As you continue to refine your marketing messaging using these principles, you can expect to attract and engage the right people, ultimately driving the success of your business.
For more tips about easy, authentic marketing, reach out to me directly on my website or find me on LinkedIn, Facebook, Instagram, and Pinterest.
Olivia Radcliffe, Executive Contributor Brainz Magazine
Olivia Radcliffe is a much sought-after expert in authentic marketing and business strategy. She works with moms with businesses, meeting them at the intersection of life and business, healing what is holding them back and then helping them use their unique strengths and schedule needs to create a business that stands out and enhances their personal lifestyle goals. Olivia is also a 5-time international bestselling author, women's empowerment speaker, certified Life Coach, co-creator of the Like a Mother Movement, and co-host of the Marketing Like a Mother podcast. Her favorite title, though, is mom to her toddler son and German Shepherd.
