Position for attention

As marketers, we focus on the message we’re trying to communicate to our target audience. We strive to make our proposition sound attractive, useful and engaging. But what we often overlook is the language we use to communicate this message.

The words we choose can have a huge impact on how our target audience perceives our B2B proposition. The right language can help shift beliefs and perceptions, creating (we hope) a positive sentiment towards our brand.

It can also help to differentiate us from the competition (if there is any… and if you’re doing differentiation right, there shouldn’t be any valid competition at all).

So, how do we use language to effectively market our B2B proposition?

First of all, remember to keep it simple. Your proposition needs to be understandable and relatable to your target audience. So get rid of any consultancy jargon, buzzword lingo or technical terminology from your marketing and sales assets - it’s confusing and off-putting.

Next, and in order to generate that essential “this is for me” response, you need to use language that resonates with your ideal target buyer. It’s the basis of attention. We do this by demonstrating an understanding of, and a credible response to the challenges and opportunities they are experiencing.?

Use words and phrases that evoke positive emotions and create a sense of trust. Speak in their own language. Talk their talk.

Focus on what you can do for your clients (outcomes), rather than what the product or service is (features). Communicate the value that your B2B proposition can bring to their business. And do this well by positioning yourself for attention. By saying something different, and then backing it up, causing a pattern interrupt in your buyer’s mind.

How to position yourself for attention:

1. Quantifiable result

Social proof is all about cementing that you’re a credible and trustworthy source, because you’re supported by 3rd party evidence.

After all, people aren’t interested in you, but what you can do for them.

So share your quantifiable results (that no other competitor can claim) proudly, loudly and frequently.

2. Category ownership

When you’re out networking - “pressing the flesh” as it were - and someone asks…

“So, what do you do?”

Chances are, you’re going to answer in one of two ways. You’ll either share your job title (“Marketing Manager”), or give a vague description of the category you’re in (“I work for a digital transformation consultancy”).

In both scenarios, you’re not actually giving the answer your prospect is looking for. And you’re doing double the damage by switching their buyer brain OFF to your proposition.

Instead, answer the question by proclaiming your unique category of one. Follow it up with your quantifiable result, and you’re answering the question as posed - stating what you do, rather than what you are!

3. Unique mechanism

Any buyer needs to have ultimate confidence that your method for delivery is a proven process, and that they’re not the first guinea pig in your “make it up as we go along” approach.

Whether you realise it or not, you have a unique method for solving your prospect’s pain(s).

Craft or refine an existing mechanism or system for delivering the transformation you offer, and let your prospects know about it...

I’ll leave it there for today folks, but if you’re interested in positioning even further for attention, catch up on my webinar, of the same name:

Position for Attention - join the online workshop