A major challenge that emerging and even established technology companies face when it comes to selling and marketing their products is developing messaging that speaks directly to purchasers without giving away too much or offering too little information.
When you’re close to your product, it can be difficult to be objective and recognize that not everyone is going to be as excited about everything that goes into making your product work as you are—or needs to know all of the things that you know in order to get to the point of sale. In other words, it can be easy to transform what should be a relatively simple sales and marketing campaign into a minutiae-laden mash-up of mixed marketing messages.
When you drill too far down into your product or solution at the onset of a potential engagement, i.e., during a sales and marketing campaign, you run the risk of either turning potential buyers off altogether or confusing buyers and giving them too many opportunities to question your product. A well-executed sales and marketing campaign should inspire potential buyers to ask less questions and have more of those light bulb moments that cause them to say, “Eureka! This is the solution for me.”
On the opposite end of the spectrum, you can be so concerned about giving away too much information to competitors or about catering to too small a demographic that you develop a sales and marketing campaign that is too basic to be effective. It might be splashy, but it doesn’t do much more than tell people that you think your product is great and you hope that they buy it. Obviously, these messages aren’t compelling enough to sustain any company for long—much less a technology company that offers what could be considered complex products and solutions.
Below are 10 questions that will help you to develop clear messaging for your next sales and marketing campaign.
1. Is your campaign too focused on what you want and need and not focused enough on what your potential buyers want and need? (In other words, does it contain too much advertising and not enough substance?)
2. Does your messaging make it easy for people to describe your products and services to others?
3. Are you explaining how you do what you do rather than how what you do can help your customers?
4. Will your target markets easily recognize that your campaign is speaking directly to them?
5. Are you using jargon that would make it virtually impossible for those outside of your industry to understand what you provide?
6. Does your messaging accurately reflect, support, and maintain the integrity of your brand?
7. Are you presenting a few solid, memorable benefits, or every benefit under the sun, thus diluting your message and losing people’s attention? (Remember: Attention spans are short!)
8. Are you presenting a lot of calls action without freely providing information that your potential customers will immediately recognize as important and worthwhile?
9. Are you freely providing good information to customers without giving them any compelling reasons to take further action?
10. Does your overall message accurately reflect your story?
It’s no secret that it takes clear messaging to develop an effective sales and marketing campaign that actually generates leads that result in sales. What’s less clear is how to go about developing clear messaging, particularly if you find it difficult to be objective about your company and its products, or simply don’t have the resources to develop sales and marketing campaigns that will rival those of your competitors.
If you don’t have the in-house resources to develop sales and marketing campaigns that deliver clear messages, it may be in your best interest to outsource some of your sales and marketing functions, especially when it comes to telemarketing and e-mail marketing, which can be particularly burdensome functions for growing technology companies to manage.
In the meantime, in the absence of a B2B lead generation partner, use the 10 questions above to guide you in the development of your messaging for your current or upcoming sales and marketing campaign. Often, it is possible to avoid costly mistakes and prevent marketing missteps simply by asking and answering a few key questions during a campaign’s development phase.