Talk about your buyer's problem, and how you can solve it
Your buyers have problems. Big ones. Their problems are often complex,and require someone with your specific expertise to solve them.
So why are you marketing with general capabilities? You are so much more!
You are the answer to the nagging questions that keep your buyers up at night. You understand their problem and you know how to solve it.
So instead of websites, bios and leave-behinds talking about general capabilities, let's talk about your buyer's problem, and how you can solve it.
According to predictions from CMO.com, marketing messages in 2016 and beyond will shift from discussion of the product or service, to discussion of why the product or service solves a problem.
“Smart buyers have researched all of the content available online, and they will have already gathered the feature/function comparisons themselves. What is critical to address in every customer venue and channel is the bridge between business needs (identified or latent) and the value of the solutions that your company delivers. Savvy marketers will need to make the shift from the “what” of their products and solutions to the ‘why.’” – Marketing in 2016 – And Beyond – Will Be All About Value
So how can you stop talking about the laundry list of things you are capable of doing (tax, business advisory services, transactions, other tired generalizations), and start talking about the amazing ways that you help clients with their biggest problems?
- Identify who you help. Physician-owned practices? Start-ups? CFOs in manufacturing? Make a list and don't be afraid to get specific.
- Identify the problems facing those people. It's important here that you identify the problems facing each group of people you identified in step 1. Don't lump them all together. That's how we end up with bland laundry lists.
- Identify the solutions that you offer for those problems. Again, stick to solutions specific to each group.
- Reframe the message to focus on identifying problems and how you can solve them. Take one group at a time, and reframe the list of problems they face as opportunities to take advantage of your solutions.
Ready to get started? Send me a note.