It doesn’t matter what you do in business, your clients will nearly always engage with your organization to solve a particular problem. In most cases, they will want to work with you because they do not have the time, the skills or the understanding to perform the tasks you provide themselves.
Therefore, regardless of whether you offer accountancy services, sell complex software systems or run a retail business, it’s important that you cater to a non-expert audience in your marketing output.
Blinded by Science
How many business websites do you land on every day and think to yourself, I have no idea what this company actually does?
In their attempt to be smart, they actually bamboozle their target audience and turn away potential customers. This isn’t very smart, and their cost of acquisition, lead flow and sales pipelines will reflect this fact.
You have to wonder who these (dumb) marketers are actually marketing to when the only people who stand a chance of understanding their content are their industry peers and competitors.
Focus on the Problem
Instead of focusing on the solution you offer — which might be incredibly technical — it’s always best to focus on the problem first.
- If an accountant can help an organization save money on its annual tax bill, focus on the savings.
- If a piece of software can help speed up a process and help an organization to become more efficient, focus on the efficiencies and how the organization can benefit from them.
- If a retailer can ship an item faster than anyone else, focus on the speed of delivery.
Remember: You can always get more technical at a later stage in the sales or marketing process. An overly technical marketing pitch from the get-go will close more doors than it opens.
Decoding Your Content Marketing
It’s time to take a look at your website, your blog, your email marketing campaigns and your social media activities, and ask yourself whether a non-expert audience could decipher what you are actually offering and understand how your services can help them overcome a problem.
One of the best ways of doing this is to run ideas past a friend or family member who has nothing to do with your business. In fact, the more removed this person is from your organization and what it does, the better.
Remember, you are not creating marketing content to please yourself, the people you work with or your competitors, and there is no point in being the smartest person in the room if your target audience has no idea what you are speaking about.
How do you market complex solutions in a language that everyone understands? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.