It always comes as a shock to some people when I make this statement but I stand by it “nobody really gives a damn about your products or services” They may come to appreciate them over time but that’s way further up the road.
It’s not unusual for people in a business to get so involved in their latest product or service that they spend too much of their time sitting around a table, arguing amongst themselves over product mnemonics or specific features. They sometimes lose track of the reasons why they decided to launch that product or service in the first place (Note: in order to solve a particular customer problem).
So if all of the content on your website or your sales collateral or your email newsletters is product focussed and harps on about how your new flagship product is called “red widget xls” or “red widget xls” has this feature and that feature, then when it comes to the product launch don’t expect too much interest.
Something I learnt a long time ago is this, if your target audience think they can stumble on for a while longer and continue to operate without spending money on a particular problem then that’s the route they’ll take. The key to success is to identify the pain points of your prospect and build your marketing message around them. What is it that keeps them awake at night? Why would they buy what you have to offer? What can you do to help them?
Find the answers to those questions and you’re on the road to success. So when it comes to the product launch your content need to shout out “we understand your problems and issues” “our red widget xls can solve those problems and issues and reduce your cost by…….” you get the message. David Meerman Scott explains it pretty well in his Gobbledygook Manifesto.
Glossy brochures cloned from a static website with plenty of corporate text highlighting best in class, market leader, been in business for x years, doesn’t work anymore. The problem is no one identifies with that approach, nobody talks like that in real life, or if they do they tend to be the ones standing on their own at parties.
To be successful you need to get under the skin of your prospects and really understand their business issues, so get out from behind your desk and hit the road.
If you’ve had to deal with a similar situation, let me know.
If you’d like to find out more about smarter marketing methods to help your business grow, get in touch. I look forward to hearing from you. Contact us today on 01803 413481 or email [email protected]