Your customers are in various stages of awareness/ interest regarding your product/ solution/ company. That is why you must tailor your message to suit your audience.
All customers are “created equal” in the beginning. They do not know you exist far less know about the existence of your product or service to solve some need of theirs. So, what causes them to change? The knowledge that they have a pain and your being able to communicate a benefit that lessens the pain.
At any given time in your audience, there is a mix of customers in varying stages of awareness of your products and service. Before you chose your message, ask yourself simply, what is your objective?
- Is it making sure as many potential prospects know about your products or your company?
- To ensure that you make the “shortlist” of those prima-facie able to solve a problem?
- To ensure that you are actively being compared with other products/ companies?
- Or, communicate a time-limited promotional message to ensure purchase?
- Or, are you now wanting to build loyalty with the customer (s) who have purchased your product once?
Once you have thus identified the most dominant segment, you will be able to identify the benefit statement- the message – that has the maximum impact on the customers in the segment.
When we built Salesgenie CRM++, we spent a lot of time developing a targeting engine that makes it possible to identify micro-markets with precision; based on profile data, past behaviour and purchase history.
Are you addressing the contact that has the biggest potential impact on the sale of your product? Sure?? What does he want to hear? What do you want to tell him?
