Ask Lisa Your Burning QuestionsQ: “How can I use your approach to create marketing messages in my start-up business?”  Rita says, thanks for sharing the great news about your copywriting formula at The California Women’s Conference. The new steps you created sound clear and are easy to follow. Let´s try it with my marketing message:

1) My customer has trouble making decisions, in general. He lacks a decider-mentality (individual and team) and is not stable taking decisions

2) I offer training and workshops about decision making. We check the blockages, test your D.M. ability and you learn everything about new tools to implement for various decision-types. Alternatively, I offer to consult actively in your decision-making process for your new challenge…

I’m in the challenging start-up phase right now and I am no marketing expert. What do you think about this approach? Thanks for your feedback.

A: First, congratulations on starting your woman-owned business. You might find this information from an article on Forbes interesting “Women have been starting businesses at a higher rate than men for the last 20 years and tend to create home-based micro (less than 5 employees) and small businesses. Women will create over half of the 9.72 million new small business jobs expected to be created by 2018 and more and more are doing this from home offices across the country.” You can read the entire article by clicking here.

I share this with you because you’ve taken the first step by getting started with your business (and that’s a BIG step). KUDOS are in order Not only have you started to share your magic with the world, you’re now ready to market your magic (this is one of the most important pieces of running your business) and fine-tune your marketing message.  In order for me to help you with your marketing message, I’ll need more information and specific examples of how your process works. Remember, stories sell and fact tell. It’s good to have a blend of both when creating marketing messages. For now, I’ll outline some things you need to be really clear about before you get started. Then, I will share some basic guidelines and examples to incorporate my “Challenge. Solution. Invitation.” framework in your strategy.

Have you developed your personal and business missions based on your values?
This will help you confidently tell your story (your “WHY” is a part of that) to attract your ideal clients.

Are you laser clear about your ideal client and what motivates them?  It sounds like you have a good start. You’ve indicated that you work primarily with men who have difficulty making decisions.

Digging in a little deeper about what motivates your ideal client will help you understand the types of messages he might respond to. Speak directly to those challenges and offer a tangible solution (your training) that clearly demonstrates how making solid decisions will move him closer to his own goals.

It’s also a good idea to highlight the value proposition. This means that when sharing how your training is the right solution, you’re also sharing very specific results.

From there you can invite him to take the next step to do business with you.

Here’s an example from my business using one of my offerings, web copy, and strategy.

The challenge my clients have: They are masters at their craft and they struggle with packaging what they offer in a way that builds relationships online. They often lack clarity when it comes to how they want to communicate online and they are not comfortable writing about themselves (or they have written about themselves but they are too close to their own message to be objective).

The solution is my 5-page web copy and strategy package:  I work together with my clients to create an overall web strategy, an individual page strategy and ensure that each page of the website is filled with enticing copy to lead people to take the next step to do business with my clients.  By working with me in this way one client took my advice to create a high-level program and in one sale (even before the new website was launched) she more than tripled her investment with me.  Another client saved over $7500 in 20 minutes of strategy coaching. While I cannot guarantee these results for all clients, it helps paint a picture of what is possible when clients choose to work with me. Additionally, each of these clients now have a streamlined strategy and web copy that speaks to their ideal clients and continues to generate income online.

The invitation: Once I’ve addressed the challenges (in writing or in conversation) and shared my solution with results, I empower prospects with the information they need to make a decision about working with me by either telling them the next step or clearly communicating it via a “Call to Action” to book a package on my website. The KEY here is to not be too pushy or salesy. Let the stories you tell when you’re speaking and when you’re crafting your copy tell a story that entices people to want to take action.

Best of luck as you fine-tune your marketing message!

I’d love to hear your thoughts?  Feel free to weigh in by leaving a reply?! What advice do you have to share? Do you have additional questions about strategy, branding, copywriting, and marketing? Submit your questions here and I might just blog the A to your Q.  AND, be sure to grab your FREE Copywriting Action Plan to help you improve your marketing messages here.

Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog.