What does it mean to have a message that is compelling to clients and prospects? To compel, captivate and engage them you need to address what is important to them. You must have these facts before you sit down to craft your relevant and human message. In my experience, here’s what it takes to create a truly compelling message – one that connects with your customers and prospects.
Understand the Current Business Challenges and Opportunities for Your Prospects
To craft a compelling message, research is key. Start by exploring your prospect’s current business situation. You need to develop:
- An understanding of your customer and prospects current business challenges, opportunities and struggles
- Some knowledge of their personal likes, dislikes, and history
- Empathy for the impact those challenges, struggles and opportunities will have on them personally and professionally
Use These Differentiators
To craft a compelling message that’s heard, it’s important to
- Focus your message — it must be clear, concise and succinct.
- Show how you are better, different and unique in their world — a compelling message will separate you from the noise — which is deafening. You have to stand out in the crowd to be heard especially now.
- Help on their terms — be genuine and sincere about the benefit to your buyer. Leading with helpful intent is a must.
A Compelling Message Answers: What Do They Care About?
Know what results or solutions matter to your target client. Whether your target audience works in sales, marketing, customer service, customer experience, human resources, finance, corporate, manufacturing, risk/compliance, or another area they likely want similar outcomes. If you are addressing business leaders they all care about:
- What their peers are doing and how they are succeeding
- How they can reach or exceed their target goals
- How they can keep their employees or themselves motivated, efficient, and productive
- How they can best serve their customers with an extraordinary customer experience
Why Do So Many Messages Fail to Compel?
Many outreach efforts come from those who:
- Do not know the right target audience prospect or customer they should be reaching out to
- Have not researched their prospects before crafting their message
- Do not understand the business situation their customers have faced
- Do not understand how their company’s solution solved business challenges or created opportunities in the past
- Do not understand how their company’s solution will solve business challenges or create opportunities today
You need to know what’s essential to a compelling message. So really, spend your time finding challenges and benefits for your target market. If you don’t spend your time knowing their problems and desires before crafting your message do it now. Otherwise your message will be irrelevant, and you will not connect with your customers and prospects.
It’s up to you. You will decide on the target industry or territory you will serve today as well as who within those businesses can use your product or service. You are creating this messaging for the target audience within these businesses who will benefit from your product or service.
How do you tell them about what they care about?
It’s simple really.
We are most compelling through stories in my experience. I’ll address the process in an upcoming article. You will learn “here’s how you outreach” so you can tell your prospects, in your own words and understanding –
- How your solution helps your customers
- What your customers gain by using your solution
- How to show “what’s in it for me” for them
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