Lemonade Lesson #4 - Messaging

Lemonade Stand Selling

"Start with answering this question: What do I want my prospective clients to

know about my product or service?
The answer should speak to the benefits you've defined in Chapter 1. So, be
careful. Many small business owners have all kinds of things that are important
to them. They have a burning desire to share it. Unfortunately, it usually isn't of
interest to their prospects." excerpt from Lemonade Stand Selling

This is a really important point. Don't overwhelm people with all of the bells and whistles of your product or service. They won't hear any of it. Drill down to that value that you identified and speak to it.

You have to reach people where they are - not where you want them to be. Remember, it's about problem solving. What problem can you solve for them? What problem can you help them avoid?

You will have an opportunity to share the details down the road. It does not belong in your marketing message.

So, what is your marketing message? What do you want prospective clients to know about your product or service? What can you say to grab their attention?

Stay tuned for Lemonade Lesson #5 - Choosing the right marketing vehicles

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