Is your messaging mixed up?

  • by Michael - March 22, 2015 - 1:16pm

Mixed messaging in your website offer

Confusing editorial content with sales copywriting

We see the issue arise whenever we work with a sales team on a project. The natural response from sales staff is to push the sales pitch when the intent should be to sell the information’s business value. When was the last time you got something for nothing with the exception of advice? Editorial informs while copywriting induces and exhorts the audience with a call to action. Editorial must be nuanced and provide a value proposition supported by balanced arguments and business justification. By articulating a cogent premise supported with balanced arguments, good editorial can exceed when influencing prospects and help to close the sale. Why bother pitching the solution if the product sells itself? All that’s required is presenting your argument’s that support your position.

Confusing price with value

We worked with a client who blended motor oils. We assumed there was nothing that differentiated the various brands from each other. This was totally incorrect for every type of use-case. A “low information” buyer is almost impossible to sway in their opinion. Try explaining to somebody who doesn’t drink coffee why various brands of beans are priced differently. They don’t really care. If your buyer has discretionary spending power then the challenge is almost insurmountable unless you can reach through the command chain. With technology, similar situations arise. A client explained to us why they have problems differentiating the value that higher certifications actually mean for their clients. A certified Cisco CCIE engineer is charged out at nearly twice the daily rate that a Cisco CCNA command’s. The higher certifications mean that the engineer takes less time to perform the task and reduces the risk of “breaking” something. Higher skills also add value because experience and knowledge add real value to the transaction. Walk into a retail store and ask the newest employee for advice. They usually don’t know and will often try to bluff their way by providing an answer that’s uninformed.

Always articulate the value you add to any engagement – your value proposition is your competitive edge

Do you get three quotes for a cardiac surgeon? The value proposition is pretty clear if the risk outweighs the cost of the alternative. If you can’t articulate your total message then you will not achieve the level of success you deserve. Many organisations think they have a great go to market strategy if they can recite their own elevator pitch. A better approach is to visualise your audience and pitch to each segment. To move up the value chain requires addressing the messaging that meets your audience needs. Does your sales spiel actually address the needs of all stakeholders? If your messaging only solves one problem and the decision requires a vote for purchase approval then your value proposition needs further refinement.

Less selling and more information leads to better outcomes

Going a bit easy on the hyperbole may well enhance your market credibility. Adding value by sharing information could lead to increased revenues and higher quality clients. All it takes is time and effort.

CFO

What are the financial benefits that will accrue and how will they improve cash-flow?

CEO

Will your solution lower overall business risk?

CIO

How will your solution improve productivity?