Ever get that call or email correspondence that hits you dead center on target? One that addresses exactly what you were hoping to hear at the just the right moment, on just the right topic? Getting the right message to the right audience at the right time takes buyer knowledge, continuous testing and feedback to get it right.
Lead generation undoubtedly needs processes to develop models with predictable results you can depend on. But equally important is the ability to create and deliver messaging that resonates with your buyer. The goal: to differentiate your offering as the best solution when your customer is ready to buy.
Your Message: How do you get it right?
- Realize the importance of messaging in communicating with prospects. Don’t use the same old story if it hasn’t worked. If it has worked before, be fresh, creative, and innovative in your next approach. Try something new, or something different to captivate and compel.
- No one is more important than the buyer. Understand them. Your target audience buyers know what they need and want. Talk to them. Ask them. While internal collaboration and decisions around messaging is key, if you think it’s great and the buyer doesn’t, you are toast.
- Find out from your customers what they wanted and why they chose you. They know what you said that made them say yes. Find out what it was. Are they still happy they chose you? What return both tangible and intangible did they receive by using your product or service.
- Distinguish your target audiences and buyers. Buyers with different roles and functions have different problems to solve, and can use your products and services differently. Be aware of the differences. All buyers and customers are not created equal.
- Put yourself in your buyers’ shoes. They are interested in what you can do for them. Why can you do it better, faster, cheaper than anyone else out there? Make sure your message addresses them, not you.
- Add a little spice to your message. Keep it simple, short, direct. People want you to stand out from the crowd. Do it.
- Test, test, test, test, test, test. Did I repeat it enough? Testing and refining will help you determine what appeals to your audience.
- Read what others in your space are saying. What messages are they sending? Know what your buyers are experiencing.
- Match your message to the pain your audience wishes to alleviate or the pleasure your audience wishes to achieve. Speak to all of them at different times as it’s appropriate to your audience.
- Be consistent. Your message may vary by audience, pain resolution or pleasure achievement. Keep the message consistent internally and externally.
I hope this message refresher sparks your creativity as you engage with your potential customers and buyers.
As always, we look forward to your comments and thoughts.