“If they’ve never heard of you or your business, then you need to find a way to pique their interest quickly.”

Sani Nielsen (17:27 - 17:37)

Does reaching out to someone who knows absolutely nothing about your business sound intimidating?

As a Communications Strategist, Sani Nielsen understands how painful promoting to a cold audience can be. It’s a completely different animal, and it’s one that every business owner must face. 

The trick is to create something so emotionally promising that it’s irresistible You can endear even the coldest of audiences with Sani’s proven formula. 

“You want to target the people who are already aware of the problem you solve. That’s when they find your resources valuable.” 

- Janelle Lara (10:09 - 10:16)

It’s true that a cold audience is trickier to win over. But it’s not impossible. 

There are three variables you need for a cold audience to fall in love with you:

1. An Aware Prospect. Many entrepreneurs try (and often fail) to convince anyone they come in contact with that they have a terrible problem. Why waste your breath? There are plenty of individuals who actually have an issue that they are  aware of and need a viable solution for. Sift through the cold audience to find those who are open to your message. 

 

• The Best Platform. Once you’ve established who to target, then you must focus on how to connect with them. Facebook advertisements are an easy place to start. But the effectiveness of your marketing depends on the location of your audience. Consider all demographic factors before choosing a platform (whether online or not) and investing your time, money, and energy.

 

 

• Emotionally Driven Messaging. Aim to pique interest as quickly as possible. Cold audiences don’t know who you are. The best way to grab their attention is by driving home the emotional transformation your product or service can yield. Not sure what that is? Complete the phrase, “I provide ______, so you can ______.”

 

“All marketing is messaging. But not all messaging is marketing.” - Sani Nielsen (8:48 - 8:52) 

Effective marketing can only be accomplished through a crystal clear understanding of your message. This week, ask yourself, “What am I trying to provide through my business?”

Is it more time for families to be together? Or women to feel confident in their own skin? Whatever it is, learn to dig into and emphasize the emotional transformation in your messaging. When you connect on a deeper level, you capture the hearts of your audience. 

How to get involved

• Follow @theparttimeceopodcast on Instagram for special, podcast-related updates!
• For more resources, information on my coaching services, and a whole community of Part-Time CEOs, find me on Facebook at Janelle Lara, my website, or email me at [email protected]. 
• For more on impactful messaging, check out Sani’s free resource HERE.

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