What Are You Really Selling? It's Not What You Think

Want more clients?

Want your clients to stay with you forever?

Do you know what you sell?

If you're a digital marketing agency you probably think you sell websites, PPC, SEO, social media marketing and maybe even online review software. Which is all true, those are the services you provide.

You'd be right in terms of your deliverables, but you'd be wrong about what your clients actually want.

Over the years, I've worked with hundreds of service providers ranging from financial advisors, to data management firms as well as numerous marketing consultants. Despite the diversity of services they provide, they all face the same hurdle to increasing their sales. 

Many have the product or service they deliver confused with what they are marketing and what they sell. This difference was made crystal clear when I ran my digital marketing agency for over a decade. 

Our clients didn’t want clicks, impressions or likes. Truth be told, if clients could have avoided paying for marketing they would have. But, as you know, marketing is like gas is to internal combustion engines. Almost every business needs marketing to fuel its growth. And the better the marketing the faster the company grows.

What you're marketing and what you sell versus what you actually deliver are two different things.

The key to increasing your agency sales is to realize that what you are really marketing and selling is hope - your clients' hope of achieving their goals.

You're marketing to your prospects' hopes that they'll be happier, more successful, more attractive, smarter, richer, more comfortable, more secure, etc. Target your marketing and sales to the real reasons people buy, and you'll be much more successful in motivating them to make a purchase from you.

So what do you think your agency’s prospects and clients really want?

I’ve been helping people with their marketing for over 25 years and it comes down to just two things. Clients want:

1. More qualified prospects calling or contacting them

2. They want to pay less, to generate these qualified leads at the lowest cost per lead.

Do these two things for your clients and they’ll sign and stay with you for a very long time.

If it’s that simple, how do you market and sell your digital agency’s services?

• Focus on how you help your clients, how you’ve made a difference and helped them grow their companies.
• Use your marketing, sales and account management processes to stand out as business growth experts and avoid being seen as a commodity.
• Avoid talking about stuff that your prospects don’t understand or don’t care about like how complex your marketing services are or the numbers of clicks and impressions and likes you get.
• Skip sharing the usual SEO and PPC reporting stuff that most clients don’t understand or worse mis-understand. Instead, personally talk to your clients about the number of calls or contacts they got, and help them increase the number of calls they convert into appointments and or sales.

No matter what business you're in, your objective is to help your clients be more successful and to achieve their hopes and dreams, both small and large. Appeal to their motives and you'll increase your sales.

Remember HOPE stands for:

• Help
• Our
• Prospects
• Excel

Use hope to market your digital marketing services and you'll capture your prospects' attention, their hearts and more of their business.

Want help growing and scaling your business?

Let’s talk.

© 2023 Charlie Cook