As 2021 comes to a close, businesses should be asking, "How do I decide which customers/clients/patients to fire?"
If your audience fits your ideal customer profile, your job is to get their attention and be a presence in their mind so that, when they are ready to seek information or to make a purchase of your product or service, they will think of you as the right resource.
A word to avoid at this stage is "IF".
An effective way to persuade others (and be persuaded ourselves) is to have them create mental pictures of the past, present and future and of places. A simple way to do this is by using a “magic” word: “Imagine!”
Your price is a statement about what you believe the value of our product or service is. It is a positioning statement.
You always have to be thinking about what else you can offer to your customer.
You can take the edge off an unpleasant feature by telling your customer in advance what to expect.
There's no excuse for being lazy. Writing is hard work.
There is another side of marketing that isn't glamorous, but without which the other stuff means nothing. Measuring results.
One of the best ways to differentiate your business, justify premium prices and eliminate an obstacle to sales of your product or service is to provide an Extraordinary Guarantee.