Most companies do an excellent job of highlighting their products and listing out their services and functionalities. However, speaking to pain points and needs has been proven to be a very effective messaging strategy to invoke action from consumers.
Crafting Your Message
Before crafting your messaging, you need to know your audience and the pain points your products or services can resolve.
Crafting a message to your audience is extremely important. If you’re not tracking your audience demographics, you need to start doing that now. As an example, your business may need to have C-Level approval to purchase your offering, but is this the same person doing the research and analyzing your messaging? The individual reading over your offer is typically the one who has the greatest impact in their personal work life when making the purchase.
Utilizing words such as “You and Your” versus “We and Our” starts to guide the reader in and allows them to start imagining how it will impact them personally. Nothing is wrong with talking about how amazing your business, services and products are, but if you’re not addressing the pain points it resolves you may be missing out.
Thinking like a consumer can be helpful, the fact that you created a service or products was because a pain point was identified in most cases. Leveraging words such as efficiency, better control, simplify, saves time, etc. are general pain points or needs consumers are looking to remove from their workflow or processes.
Monitoring and measuring your messaging is extremely important in the success of Buyer Centric methodology. Knowing your past metrics will be key to know if your new direction is having an impact. Looking at the basic numbers of new consumers, time on page and your bounce rate will give you immediate insights to customer engagement. Making sure you are monitoring your offer, call-to-actions and conversions is the final number that truly matters.
Make sure you have a plan in place after the sale, to continue a Buyer Centric mindset. Ensuring the customer is happy after the sale, can help increase word-of-mouth new customers and additional transactions from your newly acquired customer.
If you’re not sure where to start, Bython Media specializes in creating truly unique messaging and message placement for businesses like yours. We can alleviate the frustration and uncertainties by creating great content that is measured monitored and changed over time for the best possible performance on your Buyer Centric conquest.