The first step to getting your name out there when starting up a computer consulting company is to develop your marketing message.
I am going to give you a fast track system to developing your marketing message as well as a few really good pointers to help you get started.
3 Key Elements Every Marketing Message Must Have:
- Element #1 – You need a specific target market
It’s important to identify specifically who your ideal client is. Determine the demographics and psychographics of your client-base so you know who you will be targeting your marketing message to.
- Element #2 – Identify your target market’s problems and emotions
You can uncover this information by talking to potential clients on the phone and subscribing to the same publications. In doing this, you are going to discover what problems your target market is dealing with, what emotions they experience (e.g. – are they frustrated with slow computers), whether or not they know how to make smart technology decisions, and what problems they have with their business that technology can help them solve.
- Element #3 – Explain the benefits of your serviceA big mistake that I see IT business owners make all the time in their marketing is they list out what their service IS but they don’t list out what their service DOES.The reality is, people don’t care what your service IS – they hire you for what it DOES. They hire you because they have a problem and they want it fixed, but they don’t care what you do to fix it.The easiest way to determine what the benefits are of your service is to first list out all of the FEATURES that your service provides and then list the BENEFITS of each feature. For example, if you are marketing a virus removal service, example features might be the amount of time it takes you to do the work, a special technique you use to perform the work, steps you take to remove the virus, and your response time to emergency calls. For each one of these features, you would then list out the benefits they provide your client. Example benefits might be an end to your client’s frustration or the productivity that your client gains due to their computer running faster and more efficient. Once you discover the benefits of your service, list them in bullet point form in your marketing. Use the benefits of your service as the centerpiece for your marketing, because they will generate the largest emotional response from potential clients.
KEY TIP - Whenever possible…market to PROBLEMS! Marketing to problems is powerful, especially in the IT industry, because problems are “hot – buttons” that motivate buying behavior. This is due to the fact that we all endure problems and we are “wired” to want to solve them. When you talk to someone about problems in your marketing, 2 things happen:
First, you grab their attention by talking about something they truly care about. Second, just the fact that you can identify the problem they are experiencing makes you more credible because they will assume that if you know what their problems are then most likely you know how to FIX their problems. This will make them much more inclined to hire you.
For a complete “paint by numbers” system to starting up, growing, and running a profitable computer consulting business, consider investing in my Computer Consulting Business In-A-Box.