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3 Steps to Creating Compelling Messaging

Regardless of the medium you're using to communicate with prospects, your message needs to resonate. If you want your prospects to respond and engage, you will need a messaging strategy that builds value to be effective. To accomplish this, you must demonstrate the capability to address the challenges your target audience is facing. Remember, it’s not about you. Nobody cares about how great you think your company is. Instead, your company needs to be relevant and your communications need to demonstrate that consistently.

So, what does it take to create compelling messaging?

To create an effective messaging strategy, you will need to:

1. Plan your strategy to disseminate the right information, to the right person during the right stage of the buying process.

2. Build on previous messaging to establish credibility.

3. Demonstrate to your prospect’s that you understand their experience in detail.

To achieve this, keep in mind that your messaging strategy is always “discovery” work in progress. As you engage your target audience, listen and make sure you are constantly doing these 5 critical things:

1. You will have several different target audiences. Tailor your messaging so that it resonates with specific job functions of the prospects you are engaging.

2. Understand the challenges and objectives your prospect is concerned with or is looking to improve. Your solution will involve different people interested in different sets of benefits. Take time to know each prospect’s unique pain points, in addition to common challenges and shared results desired.

3. You current customers are a crucial source of information and value. Engage with your existing customers and make sure you fully understand their experience, and the context of their experience with your solutions. Turn that experience into stories that paint a compelling picture for your prospects.

4. Let your prospects impose a time frame for the sales cycle. Imposing you own time frame is likely to create frustration on the part of the potential customer. You can of course accelerate the sales cycle by helping prospects define the consequences of delaying the right solution, but you must let your prospects answer the question of timeframe for themselves.

5. Experiment with messaging within and across target audiences to uncover the full range of needs and wants, rather than focusing on the most obvious.

If you do these key things when developing, deploying and refining your messaging strategy, you will find that your more and more prospects will view your messaging as relevant, rather than just more noise and clutter in the market.

If you find that your prospects just simply aren’t not responding no matter how hard you try, or if your prospects stop engaging after entering the sales cycle, contact today, reach out us and we will help you turn it around.

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