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E-ssential
Message # 023:
Win your short game with wedges.
If you play golf, you know that wedges are often referred to as the "scoring clubs." That's because the focus with wedges is on trying to hit a short shot as close as possible to the flagstick. Improve your short game, and you improve your game.
Ditto with your Essential Message. (You knew that was coming, didn't you?)
Many businesses make the mistake of trying to make 'the big sale' all the time. But just like in golf, that's usually a long shot. To your future clients and customers, the big sale sounds like a lot of money and a lot of risk. And when you try to create an Essential Message around 'the big sale', it probably sounds -- to the person you're speaking to -- like he or she is currently doing business all wrong and your solution is going to turn his or her entire life and business upside down. ("No thanks!")
That's why it's so important to have a 'wedge' product or service.
The wedge product or service is your short shot. It's a lower risk, lower cost option that gives your future client or customer an easier way to start a business relationship with you. And when you create an Essential Message around your wedge product, that's when the magic happens.
How? Well if your business is like most businesses, chances are your wedge product or service is the best way to encapsulate your differentiation. In the last Essential Message workshop, more than half the participants came up with great wedge products. Here's just one example.
Jeff is a business process consultant. His challenge is trying to sell an entire consulting project to streamline operations -- a major endeavour. In the workshop, however, he realized that as a trained cartographer, he has a unique skill that allows him to visually map business operations in a fraction of the time compared to traditional methods. And the map helps his clients make more intelligent decisions regarding which operations to streamline and the best way to streamline them. In fact, it allows his clients to see (literally) whether they need to streamline operations at all!
If they buy the map, chances are they'll buy the whole project, so why force them into the long shot sale right away? It's a perfect wedge product.
Now take a look at what you are asking your future clients and customers to buy. The bigger and scarier it looks to them, the more of a long shot it is for you. Instead, focus on your short game -- use your wedge!
PS: Speaking of wedge products, we just launched a new newsletter service. If you agree that an e-newsletter is one of the best ways to build your business, but you have neither the time nor the inclination to put one together on a regular basis, then this service is for you. For details, click here.
FYI:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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