What is the promise you make to your prospects in your marketing materials? I'm asking because I often review websites for small business owners and there's no promise stated at all. We need to know our “prospect promise” and let that drive our visual content and our copy.
Right now I'm at Sheri Rosenthal's Retreat Planning and Profit's workshop. Sheri has been offering retreats the world over for many years. Today she drove home knowing what our promise is for the retreat we want to offer. Sheri looks at it in two ways.
- What's the promise you make yourself that you will give to your retreat participants?
- What's the promise you make to prospects that tells what they will actually walk away with?
Sheri's advice is to let those promises drive the tone, content, and imagery of your marketing materials. I agree with her. Focusing on your promise and writing from that place can make creating copy and selecting graphics much easier.
If I decide to do a retreat of some type I'm going to focus on my promise first of all. But it works for my business right now, too. My promise is that by working with me clients will get very clear about what they want from their business and what they are offering as investable opportunities for their clients or customers. I think it's a great idea to keep your prospect promise posted where you can see it and work from that base place.
What's your prospect promise? I'd love to see it here – and be sure to leave your website URL, as well.
If you want to read more about marketing your business here are 8 questions that will help you refine your marketing for better results.