 Every
step to this point
in the makeover process
leads us here. This
is where we overcome
the belief held by
many women entrepreneurs
that they cannot afford
high-end marketing
material or successfully
execute marketing
strategies on their
own.
The overriding consensus among many women entrepreneurs is that high-end, agency quality, successful marketing and branding material is reserved for bigger, more established companies. If that is your belief, by this phase of the makeover process your belief system is totally revamped.
When it comes to your company’s brand and the image you portray the adage, “You don’t get a second chance to make a first impression”, is absolutely true. At this stage of the makeover process we pull together everything we have developed and manifest it into stunning, eye catching marketing material that doesn’t just look good. The copy, layout and visual imagery all work together to emotionally connect and resonate with your target audience.
We than take that
material and map out
a series of solid
marketing campaigns
that are designed
to achieve consistent
success in five critical
areas of growing your
business:
(1)
Attract
customers. (2)
Secure customers.
(3) Maintain
customers. (4)
Sell more
to
existing customers.
(5) Generate
more referrals
from clients, colleagues,
partners and vendors.
Emotionally Powerful Messaging
 When customers are interested in what you offer, there are two primary phases they will go through. One is an investigative phase, which is their buying cycle. The second is their decision making phase, which is their sales cycle. While creative, well designed marketing material looks nice, if it doesn’t deliver a relevant message to your audience, the money you spent is wasted.
This is exactly where so many design firms and women entrepreneurs come up short. The idea that a newly designed website or brochure will suddenly turn your fortunes around doesn’t take into consideration the nuances and preferences of your ideal customer’s buying style. Nor does it address internal issues such as your mindset and perspective of running a successful business.
It is precisely for this reason that we have developed this three-step process for making over your business. We understand that your success in today’s ever more crowded market is predicated on how well your message engages, connects and educates your audience through words, images and actions. No matter what materials we’re creating for you, we make sure that each piece speaks to your ideal customers in a language they can relate to and emotionally connect with from the time they first encounter you to the time they’ve hired you.
To get your audience to feel confident with their choice of hiring you we place special emphasis on each marketing piece we create for you. The goal is to bring your vision and your audience’s needs into one coherent and highly relevant message. From the layout of the marketing piece to the copy and imagery, we make sure your audience feels right at home, as they immediately connect with your message on an emotionally powerful level.
Navigating Customer’s Sales & Buying Process
 While
it would be wonderful
to have every prospect
who comes in contact
with your company
buy from you right
away, the reality
is that not everyone
will be ready to buy
when you want them
to.
Many entrepreneurs are guilty of forgetting that customers have a sales cycle just as they do. The sales process for most companies, especially of those selling a service, follows seven steps.
While these seven
points are pretty
easy to map, each
individual customer
has their own unique
process for digesting
information just as
they do for making
buying decisions.
This uniqueness is
not always easy to
uncover and properly
leverage. Thankfully
you not only have
your own interactions
with customers to
pull from, but decades
of research and study
into personality
styles have
provided companies
a blueprint for understanding
not only how their
ideal customers buy
but the best way to
connect and communicate
with them.
Personality styles are subject to different scenarios and are purely situational. For example, let’s say you’re a fitness coach and over the years you’ve come to learn that your ideal customer type is Kathy, a mother of three. Kathy is warm, caring and highly engaging. She is comfortable chatting it up with total strangers and is known for her sincerity, outgoing style and friendly personality. This is all important information to know but what is absolutely critical if you want to have a prolonged relationship with Kathy is to understand how her personality style, combined with her lifestyle choices and demographic data, plays into her buying style for your specific service.
You see, Kathy is going to relate to your offer and make a decision on hiring you that is totally different than how she will make a decision to buy a pair of pants at the mall. Yet, many entrepreneurs naturally assume that just because their target audience are women, who have two to three kids, buy x number of jeans a year and want to be healthy, can all be sold to exactly the same way.
The point here is that while your ideal customer’s primary personality style can be identified and categorized, in order to craft the best marketing materials for her, you will need to know how her lifestyle choices, demographic data and overall personality and buying preferences coalesce with the solutions your service offers. This is where our makeover process steps in and helps clarify and make sense of all of this.
Pulling It All Together
 If
your marketing materials,
especially your website,
do not address the
buying preferences
and personality style
of your ideal customer,
you will have a very
difficult time consistently
attracting and securing
your target audience.
That is why everything
in the marketing and
brand makeover process
leads us right here
- the marketing material.
From your mindset,
the copy and design,
to the campaign strategies,
every marketing piece
takes into account
not only your vision
and intention, but
it will emotionally
connect with your
a customer’s
buying style and personality
style. Of course,
your personality and
vision of the brand
is clearly present,
but it lives to serve
the unique needs and
wants of your audience,
rather than it being
the other way around.
Depending on where your ideal customer is in the seven step sales process, each interaction you have with them is different. The underlying goal is to provide a WOW of an experience for them, at all seven points. This should allow them to immediately relate to your offer and how it will solve their pain and challenge. It also draws them further into your sales funnel. Once they are there they get to know you and your company better, ensuring that you stay Top of Mind (TOMA) with them. The outcome from that point is pretty simple. When they are ready to buy there is only once choice – YOU!
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