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Save 45% when you buy the CEO Series. It covers the ten core business processes and comes with nine fully-editable manuals for:
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Is Your Marketing Content About… You?
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| Categories: Lead Generation Tags: lean, Sales and Marketing, selling story, value story | |||||
BizManualz’s readers have seen how Lean and other business improvement methods can help increase your production of goods and services without increasing spending. But translating that into revenue means you need more sales. And sales start with leads. Where will new leads come from?
You can attract the prospects most interested in the benefits that you offer by crafting marketing messages from your customer’s perspective, and leveraging the reach of the Internet. Does your sales and marketing process help craft messages from your customer’s perspective?
Connect with your Prospects
Consider what keywords your prospects are thinking, and using, at the time when they are in a frame of mind to care. Otherwise, your website may become just one more lonely corner on the Internet. Only much later will it be time to differentiate your product from all the others. Remember; connect first. Show-and-tell later, much later, maybe never. There are better ways to connect.
First prospects have to know that you have been listening to them, that you understand their concerns, their needs and wants. That’s why great marketing content is never about you. It’s about them. But that’s hard to write. Right?
You may have a Great product.
But are you Relating to your Customer?
Great websites, or any marketing content, must be written from your prospect’s point of view, not your own. Do you know what your prospect is thinking? Can you relate to their concerns?
Great Content is Often Missing from
Lead-Generation Programs.
We have previously talked about internet marketing techniques for getting people to your site, known as search engine optimization. When you get them there, site visitors need a reason to care, and a reason to click around. For that to happen, your content needs to click with them.
In the art of copywriting for the Web, you must dole out content in spoonfuls, leading visitors one click at a time until your goal for their visit has been achieved; for example, when they have volunteered their identity to you and agreed to receive your marketing messages.
Despite the reach of on-line marketing, most sales still originate off-line because very few companies effectively relate to their audience on-line. Most organizations write about themselves, which presents a competitive advantage for those who know better.
Next week we will talk about using visuals to grab prospects’ attention.
Best wishes for a very happy New Year 2008.
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This and more articles like this can be found at www.bizmanualz.com. This article may be reprinted freely as long as this resource box is left intact.
January 3rd, 2008 at 4:37 am
I am a Nigerian born Chartered Accountant who has been greatly enriched by your articles. My burning passion is not only to be more properly equipped with tools for modern business success but how to be funneled into one of your resouceful instructors in the near future .
I look forward to a quick response to my enquiry from you.
January 4th, 2008 at 8:11 am
Dan,
Great advice. My thought exactly.