Want to Convert Prospects? Make Them the Hero of the Story
Have you ever visited a B2B company’s website in search of a solution to a problem you’re experiencing – only to be met with overly promotional messaging that failed to mention your needs? Were you inspired to implement their solution or buy their product? Or did your eyes glaze over before you clicked on to another site?
If you’re like most people, we’ll assume you weren’t moved to pick up the phone. But, despite the fact that solution-led messaging consistently fails to inspire, it is everywhere in the B2B world. Why?
If you run a B2B company, you likely understand. You know how effective your solution is and have seen the impact it has on your clients – so it’s tempting to lead with that message. Unfortunately, placing too much emphasis on what you offer – and ignoring your served market’s challenges and opportunities – is a recipe for ineffective, humdrum messaging.
To hook prospects, you need to make them the lead story – not your solution. Here’s how to craft compelling messaging that resonates with your served market – and doesn’t make their eyes glaze over.
Outline the Problem
Compelling messaging tells a story – and compelling messaging that resonates with prospects puts them and their problems at the heart of the story.
To tell your prospects’ story effectively, you must deeply understand them. What keeps them up at night? What roadblocks stand between them and success? What’s wasting their time, draining their resources, or burning them out?
Think critically about these questions while digging into your served market. Once you’ve established a thorough understanding of your prospects – and can articulate what makes them tick – demonstrate your comprehension through substantive, strategically written web pages, blogs and gated assets. Content should focus on prospects and paint a picture of their current reality – and prompt them to think about what their reality could look like if their problems went away.
Present the Solution
Demonstrating your understanding of your target audience is critical – but only half of the equation. Your prospects rely on you to connect the dots between their problem and your solution.
Once you’ve gotten prospects to imagine a world free from roadblocks, introduce your solution. Remember: you and your solution aren’t the hero of your prospect’s story – they are. You are merely the guide who gives them the tools they need to save money, recoup time, or score a promotion. When writing about your solution, focus on the value it delivers. Show prospects how your solution will help them eliminate obstacles and propel them to success.
Don’t forget that your solution extends beyond the product or service you offer – your process and people are critical to the value you provide. A streamlined process, proprietary technology, or highly experienced staff can help differentiate your product or services from others. Be sure to communicate the entirety of your value to prospects, so they will be compelled to choose you over a competitor.
Get Help Crafting Messaging that Resonates
If your site is populated with content that ignores your served market’s challenges – or fails to connect the dots between their problems and your solutions – you’ll likely struggle to convert them into clients. Single note, solution-led messaging is a scourge – but is one that’s easily eliminated.
Innovaxis helps B2B companies refine their messaging, so it speaks to prospects. During our Brand Story Workshops, we dig into the challenges faced by our clients’ prospects and gain a clear-eyed understanding of the value their solution provides. Then, our team of former journalists and published authors communicate that unique value through foundational web content, blogs, whitepapers, technical guides, case studies, videos, and more.
To learn more about how our Brand Story Workshop and content marketing services can deliver the right message to your prospects – and generate sustainable, double-digit growth in the process – contact a member of our team.
