Make Your Marketing Message Resonate
By Michael Nick
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Sales, Marketing and Working Together
A clear marketing message is crucial when your prospect is in the realization of an issue stage of their buying process. Why is this so important? Simple, you are who you say you are at this point in the game. Wordy, but true!
At this point in the buyer's process, they don't really care whether you can deliver what you say you can. They are in the very early stages of their buying process. All they want to know is what's out there. So your messaging must be clear, concise and consistent. This is often why sales and marketing are on different pages. In fact, I have seen the sales departments and the corporate Web site to be on different pages. A consistent message must resonate from the top down. Your management team must drive your messaging and hold each department accountable for the distribution and articulation of that message.
Another "must do" is the most crucial to understand. Most people don't respond to an issue until they realize their current cost. Further, once they understand the cost, they will weigh it against the cost to resolve the issue.
Think about your own life for a moment. You are unhappy with your car, but feel you can't afford to purchase a new one. Why not? Do you fully understand the cost of repairs vs. the cost of replacement for a new car? Auto dealers have made billions of dollars on the idea that it is cheaper to replace than to repair. They make it "very easy" to replace your car. Zero down, long-term leases, no interest for years, no credit, bad credit, whatever it takes to help you relieve your pain.
It is your responsibility to help your buyer understand not only their problem, but also the cost of that problem and the fact you can resolve their pain.
© 2007 Michael Nick
JSL-010-012026
A clear marketing message is crucial when your prospect is in the realization of an issue stage of their buying process. Why is this so important? Simple, you are who you say you are at this point in the game. Wordy, but true!
At this point in the buyer's process, they don't really care whether you can deliver what you say you can. They are in the very early stages of their buying process. All they want to know is what's out there. So your messaging must be clear, concise and consistent. This is often why sales and marketing are on different pages. In fact, I have seen the sales departments and the corporate Web site to be on different pages. A consistent message must resonate from the top down. Your management team must drive your messaging and hold each department accountable for the distribution and articulation of that message.
Another "must do" is the most crucial to understand. Most people don't respond to an issue until they realize their current cost. Further, once they understand the cost, they will weigh it against the cost to resolve the issue.
Think about your own life for a moment. You are unhappy with your car, but feel you can't afford to purchase a new one. Why not? Do you fully understand the cost of repairs vs. the cost of replacement for a new car? Auto dealers have made billions of dollars on the idea that it is cheaper to replace than to repair. They make it "very easy" to replace your car. Zero down, long-term leases, no interest for years, no credit, bad credit, whatever it takes to help you relieve your pain.
It is your responsibility to help your buyer understand not only their problem, but also the cost of that problem and the fact you can resolve their pain.
© 2007 Michael Nick
JSL-010-012026
Visit Michael Nick's Website: http://www.roi4sales.com
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