Sound Solutions: North Bank Audio Solutions

1. It’s not about you. It’s about your audience.

   Think about what’s interesting to your clients and prospects – not what’s interesting to you.

   Don’t spend a lot of time talking about the specifics of what you do. Your clients don’t care about your experience, what equipment you use or how many degrees you have any more than they care about what size shoes you wear.

   Talk about what your clients need and want and then transition into a solution. Only after you’ve made that transition can you tell them how you can help them – but even at that point, keep it solution oriented instead of detail oriented.
   
   

2. Talk to one specific customer.

   Don’t refer to your audience or readers as “you guys,” “everybody” or “y’all”. Remember – it’s about relationships. Technology helps us connect with more people, but it can also make the connections that happen seem face and impersonal. Talk as if you were talking to one specific person.

   It helps to either make up or think back to an idea client. Have you ever had a client who was a perfect fit for you? If so, pretend you are talking to them. If not, make up a person and talk to them. Some copywriters even go so far to suggest creating a picture of your ideal client, writing about their hobbies and family and giving them a name!
   
   

3. Be personal, humble and authentic.

   This is pretty much a no-brainer, but sometimes when we start promoting our business, we think it’s best to look like a “big company.” While a professional touch is important, make sure you’re being true to who you are, what you company’s mission is and most importantly – what you clients, customers and prospects want.
   
   

4. Use specific examples.

   Sometimes the best way to explain something is by showing an example. Testimonials and case studies are great examples. Try not to be entirely theoretical – some people like to have facts to grasp onto. Testimonials can also be a great credibility booster and you don’t have to toot your own horn.
   
   

5. Follow this basic formula for any big topic you present:
   
   

· Problem – Where is your ideal client’s source of pain?

· Solution – How would they relieve that pain?

· Stuck – Where might your client get stuck when trying to solve the problem?

· Process – How would they go about getting unstuck?

· Action – How can they get started now?

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