Do your prospects “get it”?
If a prospect has to read and re-read your message to figure out whether you provide a product or service that meets their needs, then it’s time for a change. Your message should clearly state what you do, who you do it for, and why you are the better choice. And your message needs to be consistent everywhere a prospect sees you – in your literature, on your website, in your email communications.
If you don’t understand your customers, your message will show it.
Often times, businesses develop their message from an internal point of view. Even more often, these messages do not resonate with the prospect.
A messaging strategy should begin from the customers’ point of view.
- What are their goals?
- What obstacles get in the way of their reaching their goals?
- How does your product or service help them reach these goals or address these obstacles?
- Do you have proof to support your claims?
Is this the approach you used to develop your message? If not, maybe it’s time to take a fresh look at what your company is saying and what your prospects are hearing.