Understand Customer Roles

Individuals with specific roles often assume similar positions in the buying process. When we profile sets of individuals that share common roles, responsibilities, goals, and problems, we establish an audience (sometimes called a buyer persona). The more we understand about these audiences, the better we are able to start and maintain a meaningful dialog with them. For each of the key audiences that participate in your buying process, we gather the knowledge your team members have observed and meld it with our research. From this information we create audience profiles.

Recognize Audience Pain Points

Difficulties come in all forms and degrees. We look for those difficulties that motivate your audience to seek a solution to their problem. We call these difficulties “pain points”. The more immediate and vexatious the pain, the more motivated your audience is to reduce that pain. These pain points are triggers waiting to be sprung, actions waiting to be taken. Identifying them and addressing them are your fastest way to persuade an individual. Each audience has their own distinctive pain points. We uncover the pain points that relate to each of your key audiences.

Relate to the Audience

When you can address the pain points experienced by your audience, you have something interesting to communicate to them. You already know that they are looking for a solution, so you can get straight to the point. We use the pain point as the backdrop to the solution you offer. We develop the benefits that will compel your audience to explore your product further. For each pain point, we develop a simple statement that demonstrates that your offering solves their problem and we validate each solution with a quantified proof.

Align Messages to the Audience

You want to begin your communications with your audiences with the messaging that will best engage them. Product-centered messaging requires your audience to sift through your messages and try to relate them to their problem. Audience messaging gets right to the point by addressing your audience’s problems and relating your solution. Because it will most effectively grab the attention of your audience, you want to lead with your audience messaging. However, once you have their gained their attention, you don’t want to dump them into the complexity of your product messaging. Instead, you want to walk your audience through those areas of your product that will be of the most interest to them. For each audience, we align their pain points, your solution, and your validation by selecting and organizing the relevant product messages. Where there are gaps in your messaging, we create new messages for your audience. These can also be rolled up into your overall product messaging.