You seem to be great at what you do. You have a terrific product. Your media coverage has been impressive. You’ve been serving the industry for decades.
But, what does it mean to your customers? What’s in it for me?
Yes, all those points about your business are important. And, they’re certainly worth sharing. But, they each have a time and place. That time is not at the beginning of our conversation. That place is not at the top of your home page.
What I care about is how you solve my problem. Do you even know my problem? Do you know me?
You see, I can’t answer any of those questions if I’m reading only about you.
Keep in mind that I’m here because I’m needy. I need to feel an emotional — maybe even empathetic — connection in your message. I need to know that you understand me, my pain points and what keeps me up at night. And I need to believe that you can make my life easier.
I’m not getting it from, “We do this” and “We do that.”
Sure, we’ll eventually get around to you. But, we’ll never get there without first talking about me. So, for now, it’s all about me.
If your product does XYZ, why should it matter to me? What will I gain from it? What are my long-term benefits that transcend what you’re selling?
How should I view you differently than I view your competitors? If you’re offering widgets I can get just about anywhere, what do you bring to the table that adds extra value? (Here’s a tip: It’s not always about the price.) I might be willing to pay more for that little extra peace of mind. In fact, I might even pay a premium.
But, there’s more to it than that. Your marketing should engage me and make me want to learn more. If I find I’m learning from you, instead of just about you, my comfort level goes way up. And, I’m much more inclined to jump into your sales funnel.
I’d also like to hear your voice, not just read your words. Instead of dry product or service descriptions, how about some personality in your marketing? If you’re excited about what you do, I should feel it coming through in your message and graphics. I could use some excitement. Remember, I’m looking for help. Let’s have a real conversation.
Oh, and those contact forms? Way too long.
Never Make Assumptions about Your Audience. That seems like an obvious rule, right? But, we all do it to some degree. It’s human nature. We follow our gut instincts. We proceed without having the data to back up our actions. Remember New Coke?read more
As the calendar year winds down, it always a good idea to take a step back to revisit and refresh your marketing. We did it last year and it resulted in significant changes to our market positioning. And, we’re better off by doing so. How about you?read more
It’s always a good idea to take a step back and be more introspective about your unique qualities and strengths. By looking beyond short-term distractions, we often discover that we still have a place to fit in.read more
Spring is right around the corner. It’s a season of renewal and rejuvenation. So, shake off the rust, get out the broom and add some polish to your business.read more
Price, style, features and convenience will always be important factors to closing a sale. However, there’s a lot more to promoting your business than what your goods or services mean to your direct consumers. In fact, your audience is likely much broader than you realize.read more
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.read more
Nobody is an expert at everything. Nobody. At one time or another, we all find ourselves forced into situations outside of our sweet spot. That’s why it’s important to rely on the expertise of others to help you make educated decisions and get the job done right.read more
A blog is one of the best opportunities to share your subject matter expertise and indirectly promote your business. But, if there’s no, “What’s in it for me?” from the reader’s perspective, you’ve missed the mark of how a B2B blog should work.read more
Those who can harness the benefits of new technology without losing sight of the basics, like branding, creativity and targeted outreach, will be poised for greater success than those who find contentment with what they consider, “Good enough.”read more