I previously wrote about our efforts to improve our marketing material, to stop talking so much about ourselves and start talking about how to solve our clients’ pains.  A company called Square2Marketing (writers of Reality Marketing Revolution)has been helping us make these changes, and that over time I would update on the progress.  The time has come for an update…

Our website is the first major change we’ve made.  It is still a work in progress, but we’ve taken some huge strides towards where we want to be.  We’ve defined the most common pains of our clients and have really focused on addressing those pains on the website, starting right on the home page.  We are continuing to build content that will be more informative to our potential clients, which is key.  I think of it like having a storefront with a big sign in the window:  if no one that sees the sign bothers to come in and look around or do business, does it do any good to have the sign?

At efficience.us, we point out the pains that our clients face and the solutions we have for those pains.  Providing information and education around these pains like we’ve done right on the home page (see below) is a huge focus point.  This is followed up inside the site with our “remarkables”, or unique solutions for solving those pains.

Offering valuable, interesting information online for free, aka No Risk Offers, allows us to get our content out to people that are interested in what we have to offer.  At the same time we are building an email base of potential clients that we can market to with things such as educational webinars, lunch & learns, videos and Facebook.   Having 50 highly qualified potential clients is much more beneficial than 200 that would not likely use your services.  Knowing who your potential clients are makes it easy to stay in front of them by sending out monthly datasheets, newsletters, or industry stats…keeping them reminded of you and informed.

This is all part of the marketing plan that we’re working on, adding more remarkable content as we go.  We migrated my blog to our website a while ago, we have added the blogs of team members, and will soon be adding an Efficience blog that we will all contribute to.  We are really happy with the changes we’ve made so far and excited about the additional changes coming.  I’ll keep you posted on the evolution of our marketing strategy and how these changes are working to help our business.

Does your marketing material talk about you? Does it emphasize what you offer, why you are so great, and what sets you apart from competition? Do you notice a trend here? It’s all about YOU. I know our website is all about us. I also know that, if we want to truly relate to our clients, then it can’t be all about you. Why? Because as impolite as it might sound….potential clients don’t care about you! They care about themselves, their pains, and how to fix them.

Are you going to be the one that helps them? Probably not, unless you can show them that you understand their pains and you know how to fix them. Can you really define the pain that your clients experience when they seek you out, and talk about it as if you’ve been in their shoes? Can you talk to them about what would alleviate those pains, without it being a sales pitch? When you are seeking a product or service and you’re browsing the web, aren’t you more inclined to stop and read about something you can identify with? Something that relates to you and your experiences…

I’d heard similar theories time and time again, but didn’t take it into account when we designed and wrote the content for our website. Had I read Reality Marketing Revolution just a few short years ago, it may have been a different story. We’re now in the process of revamping our website, based off what we’ve learned from this intuitive book written by Michael Lieberman and Eric Keiles (a fellow EO Member). These guys put this into a process for approaching your marketing plan that resonated with me. It’s clear, it makes sense, and it’s obvious. We know the pains our clients’ experience, and we know how to help them. Now Eric is going to help us demonstrate that in a better way.