If you want to get more clients and increase your income, no matter what kind of marketing you do (or how much), there are 3 principles that will improve your results.
The first is to focus on outcomes.
Lead with it. Emphasize it. Build your message around it.
The details of what you do, and how you do it, usually get in the way of what clients want, which is to improve their business or life by getting an outcome they want you to deliver.
That means your marketing should primarily talk about the big picture. What will the reader or listener get when they hire you? How will they be better off?
Talk about “benefits,” and not so much about “features” e.g., how you make that happen.
The second principle is curiosity. Give prospects just enough information to stimulate a question; don’t satisfy that curiosity with too much information.
If they’re curious, if they want to know about the process or procedure, if they want you to prove you can deliver the benefits, they’ll ask for more information or ask for an appointment and thus, take a step closer to hiring you.
The third principle is clarity. Your message should be simple, easy to understand, and easy to act on. That means, don’t give them too many options because, as the saying goes, “a confused mind says no”.
The simplest way to foster clarity and make a “yes” much more likely is to tell prospective clients exactly what to do next. Spell it out. Tell them to call, for example, give them the number, and tell them “when,” i.e., “today” or “immediately”.
It’s also a good idea to tell them (again) why they should.
These principles are simple but powerful. Use them in all of your marketing to show clients they will get what they want. Do that and you’ll get what you want.