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Lauren's marketing focused to a high degree on higher quality equipment her salon provided. She was talking hydraulics and variable resistance. This approach wasn't pulling in new clients.
Due to shoulder surgery, my exercising has been recently relegated to a local fitness salon. My objective is to stay as fit possible so when my shoulder heals I’ll be able to get back to sports activities I enjoy.
Do I relish exercising on a recumbent bike or treadmill? Of course not. When I mentioned this to Lauren she replied, "Everyone hates machines."
People work out regularly because they want to achieve a particular goal. They want to get fit or lose those extra pounds. People go to a fitness center like Lauren's because they want to look and feel better. If you own a fitness salon, don't talk equipment, talk about what it does. Talk about calories burned, weight lost, muscle tone, strength, feeling healthy, improving at tennis or on ski slope, looks and self-image.
If you want to attract more clients to your business, whether it's a fitness salon or your accounting practice, make sure you're speaking same language as your prospects. Your concerns in getting work done may be different than your prospects' and clients'. They are concerned with problem you solve for them.
Whether it's in your ads, your marketing brochure, your web site or in your sales conversations, speak in your prospects' language. Speak in terms of their concerns, problems and goals. When you communicate to prospects in terms of their priorities, you'll get their attention and their business.
2004 © In Mind Communications, LLC. All rights reserved. - The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com