As a sales professional, you know that your product knowledge is one of your most valuable assets. It helps you understand your customers' needs, communicate your value proposition, and overcome objections. But did you know that you can also use your product knowledge to create more effective marketing materials? Here are some tips on how to do that.
Before you write any marketing content, you need to know who you are writing for. Who are your ideal customers? What are their pain points, goals, and preferences? How do they make buying decisions? By answering these questions, you can tailor your message to their specific needs and interests. You can also use your product knowledge to segment your audience based on their level of awareness, readiness, and fit.
The current business world offers a myriad of solutions in the market hence the more specific the easier for your customers to understand the value proposition in your products and services to help your customer’s needs. I oftentimes recommend focusing in a couple of key customer needs and how your product helps resolve it instead of pitching product features first and let the customer guess and align their own use case. As a Sales Professional we are always accountable to help our customer understand how our solutions help their businesses using products features wisely.
One of the most important ways to use your product knowledge to create effective marketing materials is to identify your target audience. By understanding who your product is designed for, you can tailor your marketing materials to speak directly to their needs, interests, and pain points. This will make your marketing more relatable and persuasive, as you will be addressing the specific concerns of your target audience.
Once you know your target audience, you need to show them how your product can solve their problems and deliver value. You can use your product knowledge to highlight your unique benefits, not just your features. Benefits are the outcomes and results that your customers can expect from using your product. Features are the attributes and characteristics that make your product work. For example, if you sell a CRM software, a feature might be the ability to track contacts and activities, while a benefit might be the ability to improve customer relationships and increase sales.
As someone with in-depth knowledge of your product, you should be able to identify its unique selling points or benefits. These are the features that set your product apart from competitors and are what will attract customers to purchase it. Use your knowledge to highlight these benefits in your marketing materials, whether it be through visuals, text, or storytelling. This will make your product stand out and entice potential customers to choose it over others.
Another way to use your product knowledge to create more effective marketing materials is to use stories and examples. Stories and examples are powerful ways to engage your audience, demonstrate your credibility, and illustrate your benefits. You can use your product knowledge to tell stories and examples that show how your product works, how it helped other customers, and how it can help your prospects. You can also use testimonials, case studies, and reviews to back up your claims and add social proof.
People are often more persuaded by stories and real-life examples rather than just hearing about product features and benefits. Use your product knowledge to gather customer testimonials, case studies, or personal experiences that demonstrate the effectiveness and value of your product. These stories and examples will add credibility and authenticity to your marketing materials, making them more convincing to potential customers.
Stories have an ending. Show customers the results of similar personas' journey using your product as proof. Show them the happy ending.
Finally, you need to choose the right format and channel for your marketing materials. Depending on your audience, your product, and your goal, you might use different types of content, such as blogs, videos, podcasts, ebooks, webinars, or infographics. You can use your product knowledge to decide which format and channel best suit your message and your medium. For example, if you want to explain a complex feature of your product, you might use a video or a webinar. If you want to share tips and best practices, you might use a blog or a podcast.
By using your product knowledge to create more effective marketing materials, you can attract more leads, educate them, and persuade them to buy from you. You can also build trust, loyalty, and referrals with your existing customers. So, don't underestimate the power of your product knowledge. Use it to showcase your expertise and value in your marketing content.
Different target audiences may respond better to different types of marketing materials or channels. For example, younger audiences may prefer social media marketing, while older demographics may respond better to email campaigns or print ads. Use your product knowledge to determine which format and channel will be most effective in reaching your target audience and tailor your materials accordingly.
Aside from the points mentioned above, there are a few additional factors to consider when using your product knowledge to create more effective marketing materials. First, ensure that your messaging is consistent across all materials and channels. This will help reinforce your brand and make your marketing efforts more cohesive. Additionally, stay up to date on industry trends and changes in customer preferences, and make sure your marketing materials reflect those changes. Finally, always keep your customers' needs and wants in mind and use your product knowledge to create materials that will resonate with them and address their pain points.