For the past several months I've been on an exercise program. The first thing in the morning I turn on the TV, insert a DVD and do either aerobics or weight lifting. It's not easy and it's not always fun. But it sure is getting results. I'm in the best shape I've been in 25 years.
In marketing, there's an equivalent to exercising and pumping iron, and that's the topic of this article.
Yes, writing is pumping marketing iron. Writing builds your marketing muscles unlike any other marketing activity. If you want to be a better marketer, it's inescapable; you've got to write. And you've got to do it regularly.
I got into my exercise program because one day I had to wear some dress pants for a speaking gig and I couldn't fit into them. Yikes! My 36' pants weren't fitting around my 38'+ waist that had appeared, as if magically, overnight. I was getting flabby and it was time to take action!
Just as problematic is flabby marketing.
You may not be articulating your marketing ideas as clearly and as concisely as possible. And as a result you're not getting the kind of marketing results you want.
For example, here's a typical transaction between me and someone in an introductoryTeleClasses:
Me: 'Answer the question, 'What do you do?' by saying who you work with and the problem they are experiencing.'
Independent Professional: 'I work with high tech companies to increase productivity and profits.'
Me: 'That's a solution, not a problem.'
IP: 'Hmm, OK. Well, I work with high tech companies who want to be more productive and profitable.
Me: 'That's not a problem, it's an aspiration.'
IP: 'I work with high tech companies who are not as productive and profitable as they need to be.'
Me: 'OK, you finally nailed it!'
Flabby marketing thinking.
Some of the symptoms of flabby marketing thinking: Ideas not clear or well organized. Ideas that don't follow logically from one to another. Too many ideas jumbled together. Failure to use the basics of Marketing Syntax (problem - solution - story - credibility - process - action). Inability to get to the point.
To combat a flabby body you need to exercise. There's no alternative. To combat flabby marketing thinking you need to write. There's really no other way.
So what do you do? Where do you start?
Here's the most powerful marketing exercise I know of. Write the answers to the questions below. Keep fine tuning them until your answers have strength, flexibility and power.
- What exactly is your service and why should I be interested?
- Is this service for me? Will it work for me and/or my business?
- What kind of results can I expect with this service?
- Who else has used this service and what were their results?
- How exactly do your services work? What's the process and structure?
- Are you credible? Do you have the experience to help me?
- What do I have to do next to get and use your services?
It may or may not surprise you that the average Independent Professional (maybe you) doesn't do a very good job of answering those questions. But spend some serious time answering them in writing, and your clarity, certainty and confidence will build slowly but surely.
Your flabby marketing thinking will start developing some muscles.
The More Clients Bottom Line: Time to fight flabby marketing thinking and start pumping marketing iron. Start answering the key questions about your business in writing and you'll discover a whole new level of persuasive power.