A lot of people suck at messaging—how you communicate about your company or product in any particular situation.
Oh, they don’t think they suck. In fact, the ones that suck the most? They truly believe their messaging is the cat’s meow.
The real problem? As buyer attitudes, expectations, and behaviors have changed, many sales and marketing pros are stuck on approaches that no longer work, and as a result, messages that no longer resonate.
In a world where breaking through the clutter is continually more difficult, that’s a BIG DEAL. If no one pays attention to your message, pretty soon no one pays attention to you. [Tweet this.]
So…wanna suck less at messaging? Do this one thing:
Consider anything you want to say from your buyer’s perspective.
And, more specifically, avoid common messaging traps by following these recommendations:
- Don’t start messages with your company or product. Who cares about you? I sure don’t. Focus on why I should care. Make me uncomfortable with where I am today.
- Never start with “We.” The messaging evil twin of “Start with Why,” it’s a surefire indicator you are not considering your buyers’ perspectives.
- Don’t make it all about you before anyone asks. Repeat after me. Who cares?
- Never beat your chest. Yes. It means the same thing as the previous three bullets. It’s that important. Don’t do it.
- Don’t immediately focus on what people can do with your product. If I don’t think I have a problem, your benefit statements don’t move me.
- Never emphasize ROI before all else. If I don’t think I have a problem, then your ROI metrics make zero sense to me…in fact they may have the opposite effect of what you intended.
- Don’t use the words “you need.” Do you know my business? My circumstances? My beliefs? Please don’t tell me what I need to do.
- Never use words like robust, enterprise, and utilize when simpler ones will do. The dirty little secret? If you say it more simply, you’ll stand out for the right reasons.
Is this an exhaustive list? Of course not!
But, avoiding these traps will make your messaging better, get buyers to pay more attention, and ultimately achieve world peace. (OK….maybe not that last thing.)
In any case, product messaging should be easy. Let’s make it so.
Zach Messler is a guest blogger for CLIMB United. He is a product marketing guy who helps sales and marketing pros succeed. You can reach him @zmessler and read more from him on LinkedIn.
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