The right message for the right customer 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

Using the right messaging for your digital sales strategy:

Quick read:

• Your sales person is your message, if it's not the right message your customer won't buy from it.

• Create your message based on the problem your customer is trying to solve, give them the benefits that solve the problem.

• Keep your message simple, use your buyer persona and focus on the benefits to your customer.

How to craft messaging that'll convert customers:

Digital sales works differently than your other channels, because you don't have a representative to speak to. There's no one there to clear up any confusion the customer may have about your message or product. Instead you have only your messaging and if that isn't clear enough, the customer won't buy. So how do you create the right messaging to provide your customer the information they need to make the decision to buy?

Consider the reason why your customers are on your site? They have a problem, and they need that problem to be solved. So look at it from the point of view of the customer. They want to come to your site and have that problem addressed in the messaging. Knowing this, your messaging on your site show reflect this information. A buyer persona would be one way to better understand your customers and create the right messaging. You understand their buying behaviour, what the problem is and this is addressed in your messaging.

Show the customer the benefits they receive that address their problem when they buy your product. Keep it simple, and straight to the point. This is the easiest way to convey the information. Coming up with something witty or complicated will confuse your audience, and they won't understand the solution to their problem.

How it impacts your business:

Think of your copy as your sales person that addresses the customer's needs so they can buy your product. If the messaging isn't right, this impacts your sales. This can happen in multiple ways so think about the following:

1. A confusing message and your customer doesn't understand what you're trying to tell them.

2. You didn't clearly explain what the solution and benefits are to the customer. So they believe your product isn't the right solution to their problem.

3. You made it to challenging for the customer to get the information so they can see if your product is the right solution.

All these reasons can lead to your customer going somewhere else. You have 3 seconds of attention and than the customer is gone. If you can't grab attention in that time, you've lost the customer. They don't spend their time trying to figure it out, being online is about convenience. Which means quick and easy.

How to apply this:

What you should takeaway and apply to your digital sales strategy:

1. Keep your message simple and clear

2. Use your buyer persona

3. Focus on the benefit and solution

Keep your message simple and clear

When writing out your marketing messages, always go back to edit. This is key to simplifying what you're saying and to make it clear. In some cases it's helpful to edit your messaging multiple times before finalizing it.

Look at it from the point of view of not understanding anything about your business and products. Does your messaging clearly articulate what you're selling? Is the benefit clear to the customer? Take it back to simple and clear, instead of witty. Your sales will reflect in this.

Use your buyer persona

Your buyer persona is a profile of your ideal customer. This is a detailed profile of what they like, dislike, buying behaviours, interests etc. All details that pertain to your customer that will help you better align your products and messaging to their needs.

Having these details will help you craft your message in the right way that makes sense for your customers. It's about understanding your customers on a psychological level so you meet their needs. If you don't already have a buy persona than I highly recommend you create one.

Focus on the benefit and solution

Create the foundation for your messaging by taking it back to why the customer is there. Focus on the problem they have, and the solution they're trying to find. Your products are the solution, you need to create the message to reflect that.

How does your product solve their problem? Show them the value. Bring it back to the solution that gets rid of the problem. This setups your business for success.

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