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Wrong Messaging – My Biggest Fear
Hey Guys,
My biggest fear is that I’m approaching the right buyers, but getting the messaging wrong.
As my services span so many areas of a business, it’s hard to decide what message to lead with in cold calls/e-mail outreach.
As examples:
They could have three types of current reality
– Basic accounting system + spreadsheets
– Lots of different disconnected software systems
– Using a dated legacy system that needs updatingThey could have several reality blocks
– Manual input of data taking away from value add
– Spreadsheets being used for everything and making them miserable
– Too much stock because they’re not planning correctly
– A month end that is too long because of all of the manual effortI don’t want to just word dump, and a lot of these situations / issues are equally important to the individuals I’m approaching.
Do I need to take this a step further and potentially try and work out what all of the above have in common?
– Basic accounting system + spreadsheets
– Lots of different disconnected software systems
– Using a dated legacy system that needs updatingAre they three types of buyer persona? Then you need either 3 lots of messaging or one cadence that runs through each of the current realities.
For example – In our marketing webinar, there are two main buyer personas – New sales people and experienced sales people wanting to start taking things seriously. So I mention both of these current realities throughout the webinar.
“Frameworks are great for beginners as they’ll cut decades out of your learning curve. Frameworks are great for experienced salespeople as they help you become more efficient”.
Ideally with some testing you’ll find one current reality and one reality block that work in your messaging most of the time. But it’s fine to have multiple angles to hit too.
Does that make sense?
Ideally with some testing you’ll find one current reality and one reality block that work in your messaging most of the time. But it’s fine to have multiple angles to hit too.
Thanks Will, yes makes sense, and again, as it’s early days I haven’t got enough data to improve yet, but I’m sure it’ll come
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