Messaging is a critical component of any successful marketing campaign. It’s the voice of your brand, the narrative of your business, the key to luring new customers over to your side. And, today, more than ever, as we’re bombarded with some of the 27 billion pieces of content shared daily, crafting the right message is crucial to your success. Your story needs to reel your prospects in quickly…but does it?
As buyers contemplate their purchase plans, only 47 percent of the information they review comes from the actual suppliers they’re mulling over, according to the Corporate Executive Board. If you have a handful of competitors, that means those potential customers are spending only 10 to 15 percent of their time actually reviewing your website, ebooks and marketing materials. What’s more: Just 14 percent of B2B buyers see an important distinction between what you and your competitors have to offer. You have a story to tell. But, are you telling the right story to truly capture your prospective customers’ interest? Do you stand out? Are you talking to your customers or at your customers? Are you speaking their language? Do you even know?
It’s time to find out.
Messaging can be one of the root causes of the whole sales-marketing alignment drama.
The indicators that your company is not properly communicating with the market span the entire sales & marketing spectrum. Here are a few illustrative examples that can ultimately impact your ability to drive revenue:
~ Steve Jobs
As you craft an effective message, here’s a hurdle to keep in mind.
One more thing about communicating with words that mean something to your target customers: don’t fall into the trap of trying to make your value proposition sound more complex than it needs to be.
” Don’t use big words. They mean so little ” ~ Oscar Wilde
The pipeline of leads gets bigger and bigger … but nobody makes a purchase decision.
It’s easy to see why so many companies fail at creating impactful messaging. The so-called magic happens in a conference room. There, internal sales, product and marketing teams sit with, perhaps, a consultant and somebody from the C-suite.
If you’re attempting to build an effective message and your focus has been on current customers and your fellow employees, the wrong people are still talking to the wrong people.
Don’t look to your current customers, at least exclusively, as you create an effective message. They’re not going to give you the big picture that you need either. They already drank from your punch bowl. And it’s easier for them to say what they think you want them to say than for them to be really truthful … especially if they think they’re bracing themselves against another sales pitch.
Win-loss analyses aren’t enough either. Talking to people who have heard the pitch, but said no, should be part of the picture as you create your message, but not the only one. And, often, you won’t get the real answer from them anyway.
Insight from sales might not be insightful. The sales team may have failed to close that deal for any number of reasons — a C-level leader lives next door to your competitor or the budget was cut or it wasn’t a need-to-have item. But that’s not really valuable information to help you look for new customers.
Here are key points to help you get your messaging right.