By Dave Wakeman
Over the years, I’ve seen more bad marketing blow up great products or services than I care to actually count up.
What’s really depressing about this is that most of the products, services, or people that are being marketed have a lot of value to create in the market, but they never do a good job of expressing that value in a way that the audience they are trying to reach will take notice.
As I reflected on this recently, I realized that you can put these challenges into 3 buckets and if you are diligent about overcoming these 3 challenges, your marketing will go much further.
Let’s take a look:
To focused on you not the buyer:
I’ve written in any number of places about the idea that your strategy revolves around 3 simple questions:
- What’s the value we want to create for our market?
- Who can benefit and buy the value?
- How do we reach them?
Unfortunately, too many organizations are focused entirely on what they think should be important to the buyer and don’t spend nearly enough time on the value that they create.
I live in Washington, DC, and you will see that in statements like:
- “Applications designed to efficiently and smoothly collect, archive, display, transform, and process large structured and unstructured volumes of data.”
What does this even mean? Its pointless.
Here’s another one:
- “…the leading global provider of enterprise software and information solutions for government contractors, professional services firms and other project-based businesses. For decades, we have delivered actionable insight that empowers our customers to unlock their business potential.”
Again, doesn’t really mean much.
Both examples are a lot of words and a lot of corporate buzz speak that really, truly should just be the minimum barrier to entry at this point in time. Because with the accumulation of web based tools and technical knowledge, efficiency and processing data isn’t a key differentiator. Nor is the idea of “actionable insight” because I have tons of insights, but if they don’t deliver results: what difference does it make.
To beat this back, you really have to begin focusing on the person on the other end.
If you are in the IT services field, what do you do that creates value for your customers? How do you make them money? How do you save them time? How do you make their businesses grow?
That’s where the focus needs to be, on them…not on you.
If I were going to rewrite one of the examples above:
I’d start by reframing the talking points to reflect how the collection of and processing of data more effectively helped the organization save time, make better insights, or take better actions and what that resulted in.
In the second example, I’d talk about how much improvement unlocking “potential” created in time, revenue, and profits.
Focus on where the client will be looking, not where you are looking.
Poor positioning in the market:
Everyone needs to be positioned in the market.
For too many B2B marketers, I see them trying to be everything to everyone. Unfortunately, that has never worked and is less likely to work going Go to the full article.
Source:: Business 2 Community