I just got back from a 3 day policy conference for a lobbying group where I received training on how to conduct citizen activism including educational outreach, fundraising and lobbying. The parallels between selling politicians on a position and selling potential clients on your services were striking.
- Among other things, the conference stressed:
You have to know what you’re talking about – there’s no substitute for expertise.
- You have be clear in your messaging – don’t waste your prospects’ time: know exactly what you want to say and say it clearly and concisely.
- Make sure that everything you show them, everything you do and everything you say reinforces your message.
- Be a resource for your prospects – you serve your own needs best by serving their needs first and making yourself an invaluable resource to them.
Over time, delivering a consistent message that demonstrates a clear vision to people who have the power to make decisions will lead directly to tangible results.
A few weeks ago, I asked the question “who are you?” Today, I suggest that you take your answers and ask yourself whether your marketing materials and strategies are telling your story effectively.
If you’re not sure, ask everyone you know to look at your materials and tell you what they say about you. If their description of who you are doesn’t match yours, don’t dismiss their answers. Instead, look at what needs to change to make your message clear and consistent so that over time, you’ll get the tangible results you’re looking for.