WHY WASTE TIME SAYING SOMETHING THAT MEANS NOTHING?
Are you trying to articulate a message that engages different industry verticals? This can be challenging for most businesses and can often seem impossible when there’s so much to say. Getting it right from day one means you will hit home with your desired audience in a way that helps them see they need your product or service.
Anyone can reel off a list of benefits or reasons to believe in a business, but how do you determine the one thing that really matters? How do you filter your message and distill the noise to not just speak, but to be heard? You need to know what message is right, and for whom it is relevant.
We hear this from many firms. It all comes down to how you articulate your high-level message so it inspires people with what’s possible. The industry level message must then create a thread from the inspiration, which is pulled through to engage and relate to a specific group of people, who share the same problem or seek the same opportunity.
We meet so many businesses who layer message upon message in an attempt to communicate exactly what they do. This results in a mess of information that means nothing to their busy and distracted target market. These businesses fall into the same trap by ‘cornering’ their customers with a product that they think they want and the details that they think matter to them. Rarely is this the case, and rarely do businesses take the time to find this out.
HOW CAN YOU AVOID FALLING INTO THIS TRAP?
1. Interrogate the industry
What do you know about the industries you are targeting?
Stop pretending you know them as well as they know themselves. This approach is unrealistic and makes you look unprofessional and naive.
Focus on understanding their space and find trends that relate back to your product or service. Use these trends to launch your business in the space and tailor your message to talk in terms of their interest.
A good test is: Do you know the 3 interesting, and industry-specific questions relevant to each vertical you are targeting?
2. Talk in their language
All industries adopt a certain language, tone and style. You need to get under the skin of what that is, where you can challenge and why. Would you waste time listening to someone who spoke in a language you couldn’t understand? Learn to communicate in the language of your target customers. This means taking the time to learn certain words they use and abbreviations. Getting this right will give your business the gravitas it needs to engage them and other industries.
HOW CAN YOU PULL THEM IN?
So how do you intrigue, excite and then close potential customers?
Here are 3 steps that are often underestimated in their importance:
STEP 1 – MAKE YOUR TARGET CURIOUS
This is your high-level message. Don’t give them too much to chew. Just feed them enough so they know you exist and they know what you’re about. Make them want more by inspiring them with a message that stands out.
STEP 2 – EXCITE THEM WITH WHAT IS POSSIBLE
This is your opportunity to inspire. Asking pointed and sharp questions can inspire potential clients as they start to question the status quo.
Your knowledge of each industry vertical will need to be evident in order to keep businesses hooked.
STEP 3 – SHOW THEM WHAT’S POSSIBLE
This is your chance to let loose and show them what you can do and how you can benefit their business. At this point, you should know exactly what they need.
WHO GETS IT RIGHT?
Palantir is one of our favourite examples, showing how transformational an inspiring core message can be. They create data driven solution products which serve a purpose in multiple industries. When talking to different verticals, they flip into a language that resonates specifically to each individual industry.
The possibilities with Palantir are endless and this flows throughout their high and low level messaging.
Here’s a video we created for one of our clients to communicate their high-level message.
“Why waste a sentence saying nothing?” – Seth Godin
It is time to say something that means something:
- Does your high level message really inspire and connect through all you do?
- How do your vertical messages carry the thread and pull it through?
- Do you earn the kudos of your target by understanding their industry?
- Do you unlock your target’s mind with sharp questions to get them thinking?
- How can you say it better so people listen?
Let’s keep it simple: all you need to do is say something worth listening to and earn the ears of your target.
Isn’t it time to think more about them and less about you?