Your buyers want to know what specific problems your products solve, and they want proof that it works or that it looks good. Your marketing and PR is meant to be the beginning of a relationship with buyers and to drive action (such as generating sales leads), which requires a focus on buyer problems. Your buyers want to hear this in their own words. Every time you write even in press releases, you have the opportunity to communicate. At each stage of the sales process, well-written materials will help your buyers understand how you, specifically, will help them.
Understanding your target audience and figure out how they should be sliced into distinct buying segments or buyer personas. Identify situations each target audience may find themselves in.
- What are their problems?
- Business issues?
- What are they needs?
Tip: When you write, start with your buyers, not with your product. Why not start by defining the problem? Successful marketers will use real-world language to convince their customers that they can solve their problem. Be careful to avoid corporate jargon, you don’t want to sound like you are trying too hard, either that comes across as too phony. Talk to your audience as you might talk to relative you don’t see too often, be friendly and familiar but also respectful. Build a connection and develop a relationship.
Your online and offline marketing content is meant to drive action, which requires a focus on buyer problems. Your buyers want this in their own words, and then they want proof. Every time you write, you have an opportunity to communicate and to convince. At each stage of the sales process, well written materials combined with effective marketing programs will lead your buyers to understand how your company can help them. Good marketing is rare indeed, but a focus on doing it right will most certainly pay off with increased sales, higher retention rates, and more ink from journalists.
