47: Local Marketing Isn't About You. It's About What Your Clients Need to Hear
From Market This | Grow Local Business, Local Business Marketing, Local Advertising Strategies · 17:40
Show by Lindsay Smith | Local Business Marketing Expert & Copywriter
You can be brilliant at what you do, love your work, and still struggle to explain it in a way that makes people want to hire you. Sound familiar?If your local marketing isn’t bringing in the inquiries you want, the problem might not be how often you’re showing up. It might be what you’re saying when you do.Here’s what I see all the time: there’s a big gap between how you describe your services and how your clients describe the problem they’re trying to solve. And that gap is costing you sales.The good news? You don’t need another marketing program or a total messaging strategy overhaul. You need to start using your clients’ words.In this episode, I talk about why so many local business owners get stuck in industry jargon, why broad descriptions make it harder for the right people to recognize themselves, and how to simplify marketing without watering down what you do.I’ll walk you through how to find your client’s “oh shit” moment (that point when they realize they need help) and how to use it to write website copy and messaging that actually lands.I also share where to find the words your clients really use: reviews, inquiry forms, discovery calls, even old emails. Those real-life phrases can make your website, Google Business Profile and social posts so much clearer.Because if you want to grow local business, it’s not about sounding more professional or appealing to everyone. It’s about showing the right people that you get their problem and know how to fix it.Want help figuring out what your clients need to hear? Book a strategy call with me and let’s sort it out together.Book a call: lindsaysmithcreative.caThis episode was mixed and edited by Cardinal Studio.
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- Ep. 2: Making friends with the suck
- Ep. 3: The importance of learning to adapt
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