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Don’t Tell Me About Your Products in Industrial Marketing | Manufacturing Marketing

Don’t Tell Me About Your Products in Industrial Marketing

Speak to your prospects

Speak to your potential customers about solving their problems.

Whether we like to admit it or not, humans are self-centered. With the overwhelming amount of messages that bombard us daily, we have developed filters in order to function amongst the noise. We ignore the vast majority as they trumpet the features of their products without consideration for the end user.

The assumption is that we will understand how these product features apply to our daily lives. It’s not that we don’t understand. The issue is that we won’t hear or see a message which requires thinking on our part and the intuition to know how this product directly helps us. There literally isn’t enough time to think about each and every message. It’s simply too much, too often. Rather than think and consider, we disregard and ignore the message in its entirety.

How can your industrial marketing efforts be seen, heard and understood?

1. Tell me what it does for me.

Know why your current customers have chosen to spend money with you. If you aren’t absolutely sure, ask them. There is a good chance that your customers aren’t unique, and that others have the same issues. Assumptions waste time, effort and opportunity.

2. Tell me right away

Use the headline to state a known problem to catch my eye and the subheadline to offer your solution loud and clear.

Give me the problem and solution up front. If it applies to me, I will read the details which follow.

Don’t make me hunt for the solution. I won’t bother.

3. Keep it simple.

Clearly state the benefit I will receive by using your product.

Don’t tell me everything or I won’t remember any of it. Tell me one important solution and let subsequent messages focus on additional issues, one at a time.

An additional benefit to this approach is that over time you will know which messages receive the most attention. These are the most pressing issues for your specific market.

4. Be specific.

Tell me by how much, with no vague generalities. For example, durability is a vague claim. Share life cycle testing data if available or the age of the existing installed base. If you’re claiming an improvement, “better” doesn’t cut it.

5. Provide links to further information.

Show me the details to verify your claims once I’m interested. If we’re at this point, you have succeeded in cutting through the daily bombardment. You have my attention.

6. Tell me what the next step is.

Make it easy on both buyer and seller by laying out the process. Interest doesn’t equal a purchase order. Bring me into your sales process and provide options so I can choose how I want to interact. Different personalities have different preferences. Some prefer the human voice and discussion while others will choose email.

Mass communication is a thing of the past. The cost of creating multiple, specific marketing messages has become inconsequential when compared with even a few years ago. Add in the effect of online search and it is clear that marketing is becoming one to one. Speak to me.

photo credit: Kathleen Tyler Conklin via photopin cc

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