We talk about content all the time. Everyone knows that they need to be generating content, but often organizations struggle to decide what that content actually should be. In a survey of web users, Content Science found that 65% of users reported that the content they find is hit or miss or unreliable. Clearly, businesses are missing the mark. [Read more…] about Knowing Your Audience
With last month’s focus on defining your niche and helping your customers understand your exact value proposition, we are well positioned to communicate that value to the market. But what if no one is listening? As you would expect, most customers are not receptive to a direct sales pitch. We need an approach that brings our customers in without alienating them before they’re even listening. [Read more…] about Calling all Content
Selling is an art. And just like any art form, there are multiple approaches to selling. While painting and sculpting might not have an objective metric by which they can be measured, selling produces sales, which is a hard number. So, while impressionism may not be objectively better than pointillism, one type of selling can be said to be better than another, at least in specific contexts where it produces results. [Read more…] about Getting the Sale or Earning a Customer?
Even if you know your product is perfect for this customer and would solve all their problems, if they don’t understand this, the perceived value isn’t there and they won’t buy from you. Getting the thought into the customers head – that your product is the solution to all their problems – is the last step. How do you do this? [Read more…] about Stand Out with Value!
In the professor’s perfect world, where everything matches right up with the textbook and the theory, our market segments would be perfectly defined and exclusive, with no overlap and easily differentiated characteristics that point us in the right direction. However, the real world will very rarely indulge us in such a way. We have to look into the muddy waters of reality and discern where our segments begin and end, often fighting through all the overlap and noise caused by the rest of the market. [Read more…] about Hitting the Mark – Precise Segmentation
If you’re selling to everyone, you’re selling to no one. Even if you want to sell to “everyone”, you need to focus on segmentation. With this, you can speak directly to each target market. As we talked about with campaigns, messaging needs to be precise and consistent, speaking directly to the specific needs of each group you want to reach. [Read more…] about Whichever Way You Slice It