Kill Messaging. Launch Your Convincing Advantages.

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Messaging doesn’t work any more in sales situations (read the earlier blog post here.) The Convincing Advantages approach works much better.

With tens of thousands of competing messages hitting your prospects on a daily basis, it’s important that your communication is clear, convincing and focused solely on how you solve your prospect’s pain. (Because that’s ALL they’re interested in.) You’re not just trying to “out-message” your direct competitors, you’re also wanting to drive your prospects’ prioritization of you up – by shutting down the distracting noise from other, unrelated solutions.

When does your messaging need an overhaul?

  • If you’re finding your prospects are too often choosing not to make any buying decision – aka “no decision”.
  • If you’ve recently lost business you should have won.
  • If you can’t get in front of the right people in your prospect organizations.

Next, ask yourself these questions:

  1. Can each salesperson quickly identify the three true convincing advantages offered by your organization?
  2. Do you get the same three reasons consistently across the board?
  3. Better yet, can your prospects and customers restate these same three advantages?

If you answer “no” to any of these questions, then it’s time to get to work. Now.

Messaging Vs. Convincing Advantages

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There are too many instances of “messaging” hitting your prospects. Consider using the convincing advantages approach to stand out from the crowd.

As you’re out competing to keep existing customers and gain new ones, the importance of messaging becomes evident very quickly. It’s purpose is to drive a clear and differentiating buying advantage for you and your team. To that end, I’m asking you to reconsider the whole concept and – specifically – rethink “messaging”. The move you need to make is to transform messaging into your “convincing advantages”.

With tens of thousands of competing messages hitting your prospects on a daily basis, it’s important that your communication is clear, convincing and focused solely on how you solve your prospect’s pain. (Because that’s ALL they’re interested in.) You’re not just trying to “out-message” your direct competitors, you’re also wanting to drive your prospects’ prioritization of you up – by shutting down the distracting noise from other, unrelated solutions.

It’s your choice. A messaging output that is forgettable – OR a convincing advantages strategy that stands out and positions you to win.

5 Critical Components of B2B Marketing

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critical components of b2b marketing

Its a simple mix – and yet missed by so many

There are five critical components of B2B marketing— neuro-science based claims development and messaging, content, website traffic, a website, and, of course, conversion. These are ultimately the only five that really matter and yet the B2B marketing landscape is like a field of broken dreams.

I originally wrote in the context of social media marketing – but I’ve expanded for digital as a whole.

People buy based on fears and needs

Start with a neuro-science based approach that focuses on your customer’s needs, fears and pain—and extend this into all aspects of digital.

Content is the driver

Whether it’s traffic or conversions, content is the piece that attracts and helps drive conversions; especially when it’s relevant, useful and audience specific.

Traffic matters

When it comes to the big metrics – traffic is one of the big three. Traffic can originate from organic sources, PPC and social ads.

Website

Our CEO likes to ask our clients – “is your website your lead sales person?” Your website should generate consumption and conversion.

Conversion matters

Even with great messaging and the right traffic, conversion is the most important piece. Whether it’s micro or macro conversions, we all want real results and tangible outcomes.

Yes, it’s challenging to get all five components right, but the outcomes make the effort worthwhile.