When it comes to B2B purchasing decisions, the fact is, it really doesn’t matter how superior your product or service is compared to the competition.
Now, that message won’t always go over well in a room full of product leaders and business professionals – but, it is true.
What ultimately matters in the buying process is communicating a message that is relevant and meaningful to your target audience. It is your story that ultimately connects what you do and offer with the pain points, challenges or aspirations of your target audience.
To establish a relevant connection with your buyers, you must first clearly understand their emotional, psychological and economic point of view. Then you have to connect those insights with the primary messages you use to build your story.
Do you know if your corporate, product, service and solution messaging resonates with your target audience? Pressure test your response by answering a few more questions.
- Do you really understand the mental makeup and motivations of your buyers?
Your story must connect with your buyer’s state of mind, where they are and where they aspire to be.
- What are the personal and business goals of your buyers?
Your message must convince your buyer that you can make their life better and accomplish what matters most to them.
- What barriers, industry trends or competitive threats do your potential buyers face?
Your story should clearly communicate that you understand the world your buyer lives in and how you can make it a better place for them personally and professionally.
- What are the buying requirements of each individual involved in the purchasing decision?
Your messaging must clearly state how you address the specific needs and wants of critical stakeholders in the buying process.
- What is the promise you want to make to your buyers?
This is the most important part of your story. You must clearly define the ultimate value that you promise to deliver if the buyer chooses your company, product, service or solution.
Developing copy and content is easy. Creating intentional messages that are relevant, engaging and significant to your target audience is the challenging part. That process starts with clearly understanding who your message must connect with and influence in the buying process. It ends with delivering a clear, compelling and consistent story that resonates with your target audience.