How To Craft Compelling Messaging For Your Business
Dacia Coffey
Fractional Chief Marketing Officer | Keynote Speaker | Revenue Acceleration | Marketing Plans | Branding, Differentiation & Messaging | CEO
People Love To Buy, But They Hate To Be Sold.?
In The New Solution Selling, Keith M. Eades points out that making a purchase is a relief for buyers.
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A purchase is progress toward a solution that helps them eliminate a problem or achieve a goal. Progress feels great, and it’s critical for any great organization.?
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Your product or service represents progress. When?you sell in technical or complicated environments, your role as a marketer is especially important, as you must provide information that buyers need to know to make the best decision.
Focus On Service
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In B2B, we all sell to highly knowledgeable and often highly educated?decision-makers, but no matter how smart they are, you are the expert in?your offering.
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Their businesses involve a huge range of expertise, and they?simply don’t have the time to specialize in your subject. If they did, they?wouldn’t need you. This gives you a unique opportunity to teach them how?to make great decisions.
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You see companies like theirs all the time.
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You see who is doing?things well and who’s not. You see how different customers are managing?the trends and changes in the industry. You see who is winning. You may?not realize it, but you actually own a mental map of your market—a big-?picture overview of what it takes to thrive.
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If you can harness this tribal?knowledge and shape it into a tool to serve your market, it can transform?your positioning.?
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But here’s the great thing:?it can also transform your culture.?
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When?your messaging goes beyond the sale, you are arming every single person in?your organization with the tools to positively impact your customers’ lives?and businesses. You are arming your people with the tools of increased?meaning and increased influence in a very busy, dog-eat-dog world.
Serve. Don’t Sell!
Every business ever created was built to serve. Even the most profit-minded businesses must help people get what they want or need. If you?don’t fill a need, you don’t stay in business. We were all born to serve?others—both as individuals and as organizations.
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Serve or die.
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I employ an approach to messaging that can raise you above the fray?not just because you’ll be saying the right thing but because you’ll be?doing the right thing.
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In this messaging approach, you teach people how?to make better decisions for their businesses, you find the point where?you are incomparable, and you deliver this information in a way that truly?resonates with people.
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They simply don’t have the time to specialize in your subject. If they did, they?wouldn’t need you. This gives you a unique opportunity to teach them how?to make great decisions.
Messaging Choreography?
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It draws from top-performing sales?reps’ insights and merges with behavioral-economics theory. In short,?messaging choreography helps you organize your message in several ways:
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The irony is that many salespeople employ the right information but?often at the wrong time in the buyer’s journey. Buyers simply will not retain?or value information they receive at a time when it’s not applicable.?
So How Does Messaging Choreography Work?
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1.?We begin by mirroring the pains and desires of our audience to?align with topics the brain has already deemed as important and?is set to recognize.
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2. Once we have established that our content is relevant specifically to the buyer’s world, we teach the buyers that their struggles?are not uncommon but in fact tied to larger trends beyond their?control. I like to refer to this as?the big idea.?
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The big idea validates?their situation and emotion but also reframes how they must?view their decision. They are no longer listening to a pitch from?one vendor over another but benefiting from a guide who offers?problem-solving options for dealing with a large and dangerous scenario.
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3.?We use stories and data to prove the truth of the scenario we have?just shed light on.
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4.?Finally, we teach buyers what they need in order to overcome this?challenge and how we are uniquely positioned to help them.
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The wonderful thing about messaging choreography is that it holds?your organization accountable for actually being a problem solver for your?customers; you’re not simply another vanilla provider trying to gain more?market share.?
Messaging choreography requires empathy and an investment?in time and attention to research the needs and pains of your market, build?unique insights into how prospects can thrive and communicate with vivid?clarity and integrity when and how your company is the right choice.
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