One of the most important things to do to grow your business is to always be building your list of prospects.
Education based communications, which are communications that provide knowledge and information, are the most effective way to grow your list and keep your prospects interested and engaged, and ultimately convert them to clients.
There are three types of communications that you can offer to your target market to attract, nurture and convert them to clients.
If you identify the topics that your target market is most interested in using these three categories, you will never run out of things to say to your prospects and clients!
And how would that feel?! Pretty good, huh?!
So let’s take a look:
1. Core topics are those that are at the top of your prospects’ list of needs, wants, interests and concerns. They are the topics that keep them up at night, that they are researching the internet,talking to their friends about, seeking answers to, and spending money on. You do not have to specialize in all the core areas on interest, but you want to specialize in some.
For example, say you are a relationship/parent coach. You have determined that your target market’s greatest needs are:
* Effective communication and conflict resolution
* Being in alignment when parenting
* Keeping their romance alive
* Managing finances and preparing for college/retirement
Given these needs, you may determine that you feel confident to coach them on the first three areas, but do not feel best equipped to coach them around their finances.This is completely o.k.
You have two choices – you can choose to not offer coaching around that topic OR you can bring in an expert to team with you in that area.
2. Complimentary topics are those that your target market have an interest in, but are not at the top of their list.
For example, you may be a weight loss consultant who can help people with their greatest issues of:
- The constant up and down battle, the frustration that come with it, and the hopelessness that follows
- How to eat properly, read labels and count calories
- Giving them the accountability they need to be successful
However, they may also be interested in cooking classes or healthy recipes. So this can be a complimentary topic that you speak on IN ADDITION TO the core topics. Again, this can be something you speak and teach about, or bring in someone else who is an expert.
3. Nice to have topics are those that your prospects and clients are interested in, but will not feel drawn to as strongly. These are the topics that they will invest in if there is nothing else currently pulling at their time and attention.
Be careful not to put too much of your effort here by creating products, services or education that do not create the ‘pull’ that you need to attract, nurture and convert your prospects and clients. These topics are completely o.k., but should not be your primary communications, or product and service offerings.
One of the biggest mistakes that business owners make when communicating with their target market is that they do not have a pulse on the needs of their prospects and clients. They cannot identify the core, complimentary, and nice to have topics, and therefore they often teach on what they ‘want’ to, instead of what their market ‘needs.’
If you are struggling with getting your prospects to respond to your offers, give yourself an honest check, asking which of your products, services and communications fall into these three categories.
Take some time to write down the core, complimentary and nice to have topics for target market. It will help in creating your communication strategy.
Here’s to your greatest success!