Have you ever walked into a store and something immediately catches your eye? It’s just the right size and color. It makes you feel thinner, sexier, more confident. It has so many benefits, it resonates with you emotionally. You can’t imagine NOT having it. It was made for you.
That’s not an accident. Or great karma. Well, maybe a little bit of karma. But it is the result of great marketing by a company that knows their niche… their audience. And even though they have other products, this is their most important…their Core Offer.
Your Core Offer is what draws clients to you, and especially those in your niche. It can, and should, be a part of all your marketing communications. It’s not your ONLY offer, but it’s what all other offers (or services) revolve around.
Let’s spend a minute on how you get to your Core Offer. We’ve talked about your Skills and your Niche. Now let’s combine those two and see what we get.
Let’s say you’re great with people. It’s your best skill. You make them feel comfortable right away. You create instant rapport and people enjoy being around you. You’ve made this a core value in your business, and all employees are striving for this same thing.
And you happen to be in a luxury, resort location. So your niche is wealthy travelers, and some of the surrounding community. Now you need to decide…
What are the needs of your niche?
Designing your offer around the needs of your niche is key. This is what makes them feel like they walked into the right place. Like they’ve come home. Like they’re “king (or queen) of the world”!
You decide that three key things your clients need are stress relief, compassion, and education on wellness.
People don’t realize how stress destroys them – their body, their mind, their spirit. And travel – even to a luxury resort location – increases stress. How does travel affect their stress level? Do you offer services that will reduce travel-related stress? Or do you need to create one?
Your clients depend on you to be compassionate. They need you to help them experience and learn about wellness in a compassionate way, so you don’t add stress to their travel. So use your great people skills. Could you include a welcoming ritual to help them relax and feel at home? Can you teach them a traveling ritual for being comfortable in new places?
Clients hire you to solve a problem. Identify their problem, and let them know all the great benefits of solving it with you. The more benefits you can name, the more likely they are to take you up on it.
Be proactive about solving their problems. Connect your skills with your solution. Choose the most important and create your Core Offer. You’ll enjoy happier, healthier clients, and a growing business, too.