Circumstance Marketing is the most compelling path to attracting your ideal clients and helping you create harmony between marketing and delivering value to your clients. Instead of bleating messages in social media or paid ads, circumstance marketing forces you to consider your services from your client’s perspective and focus on what results you can help them achieve when you’re crafting your messages.
You must objectively understand the benefits your service provides and stay way from talking about its shiny features meant to dazzle. Instead, know exactly what your service can deliver, what benefits are derived from using it and the problems that it helps solve. This information isn’t going to be necessarily intuitive and the best place to gather it is from your clients. Ask the what the biggest benefits were that they received from your service and why. Dig and ask questions. If you’re just starting, question a few people who would be ideal clients to get their opinions and build from there.
Taking the time to walk through these three steps and defining your messages will help you in other ways too. You’ll know more about the types of clients you want to attract and why and you’ll be able to reach them at points when they’re ready to hear your message. This enhanced understanding will also help you create meaningful content to share that will deliver value and help attract prospects to your email list where you can engage with them more personally.