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Table of Content
- Key Takeaways
- 1: You’re Probably Not Marketing Enough
- 2: The Marketing Sweet Spot
- 3: The Rule of Seven
- 4: The Mere Exposure Effect
- 5: Go Deep, Not Wide
- 6: Define Your Ideal Client Avatar (ICA)
- 7: Sell the Solution, Not The Service
Key Takeaways
- Market Consistently: Treat marketing as an ongoing core business function, not a one-off task. Don’t quit prematurely.
- Find Your Marketing Sweet Spot: Most service businesses need to market more consistently and strategically to see effective results.
- Repetition Matters (Rule of Seven): Potential clients often need multiple exposures (around seven) to your business before acting.
- Use the Mere Exposure Effect: Repeated brand exposure builds familiarity and trust, increasing the likelihood of a purchase.
- Niche Down Your Marketing: Focus on a specific audience instead of trying to appeal to everyone for more effective messaging.
- Know Your Ideal Client (ICA): Define your ideal client in detail to tailor your marketing messages for maximum impact.
- Sell Solutions, Not Services: Highlight the benefits and problem-solving aspects of your services, focusing on the transformation for the client.
Strategy 1: You’re Probably Not Marketing Enough
One of the biggest reasons service businesses struggle with marketing is simple: not doing enough of it. I see it all the time: business owners posting a couple of times, running one ad or sending out a few emails. When they don’t see instant results, they quickly assume their strategy isn’t working and completely stop producing content.
But here’s the truth: marketing isn’t a one-and-done deal. It’s an ongoing process, just like delivering your services. Think of it as a core business function, like sales or customer service. It requires time, effort and investment. So, instead of constantly switching tactics, commit to consistency. Keep showing up, even when results aren’t immediate.
Strategy 2: The Marketing Sweet Spot
Imagine a bell curve. On the left side, you have businesses that aren’t marketing enough – they post sporadically and run minimal ads. They’re stuck at what I call the “minimum effective dose.” At this level, your efforts barely register with your audience.
Then, there’s the sweet spot: the level where your marketing efforts are consistent, strategic and truly effective. This is where you’ll see steady leads, enquiries and conversions.
And on the far right, you reach diminishing returns, when you’re overdoing it with ads or emails and engagement starts to drop. But for most service businesses, the challenge is simply doing more, not less.
Strategy 3: The Rule of Seven
Research shows that a potential client typically needs to see your business at least seven times before taking action. This “Rule of Seven” means that if someone only sees you once or twice, they’re unlikely to remember you or trust you enough to hire you.
That’s why repetition is key. Whether it’s emails, social media posts or content marketing, consistent exposure builds trust and increases the chances that your ideal client will choose you when they’re ready.
Strategy 4: The Mere Exposure Effect
People buy from businesses they know, like and trust. One of the simplest ways to build that trust is through repeated exposure. Psychologically, the more we see something, the more familiar and comfortable it becomes. This is the “Mere Exposure Effect.”
By leveraging email marketing, retargeting ads and consistent organic content, you keep your brand top-of-mind, gradually building trust with your audience.
Strategy 5: Go Deep, Not Wide
A common mistake service-based businesses make is trying to market to everyone. When you try to appeal to everyone, your message becomes too broad and ultimately ineffective.
Instead, narrow your focus. Identify a specific niche and speak directly to their unique needs, frustrations and desires. When your messaging resonates on a personal level, you’re far more likely to attract and convert your ideal clients.
Strategy 6: Define Your Ideal Client Avatar (ICA)
If you’re not clear on exactly who you’re marketing to, you’ll struggle to attract the right clients. That’s why you need an Ideal Client Avatar – a detailed profile of your ideal customer.
Outline their demographics, psychographics and specific pain points. The more you understand your ideal client, the more effectively you can tailor your messaging to address their unique challenges and aspirations.
Strategy 7: Sell the Solution, Not the Service
Remember, clients don’t buy services, they buy solutions. They’re not hiring a consultant, coach, or service provider simply because they like you; they’re doing it because they need a problem solved and they trust you.
Shift your messaging from listing features to highlighting the benefits. Focus on the transformation your service provides. What real change will your client experience after working with you? Emphasise that and you’ll see a dramatic improvement in conversions.
Next Steps
These seven strategies can transform your marketing efforts and help you attract more of the right clients. The key takeaway? Be consistent, know your ideal client and clearly communicate the value you bring. Implement these strategies and watch your service-based business thrive.
Ready to elevate your service business’s digital marketing? Book your free Discovery Call today, and let Campaigns You Love develop a personalised strategy to attract the right clients and help your business.