Your challenge
The temptation!
In this situation, the temptation is two-fold:
- 1. Either, you decide to rely on the product to “do the selling”. As a result, you may be keen on putting the emphasis on the features and functions of your product. Quite tempting, but not really effective. Your targeted audience does not care about the features and functions of your product. What they are interested in is how they will use your product to achieve a given goal. Your customers think in terms of benefits (what’s in it for me), and pay lip service to your service, however innovative and brilliant its underlying technology might be.
- 2. Or, you may be tempted to write content on your own. See this cartoon.
There is good logic behind such a kind of behavior, since you are the indisputable experts on your own offering. Thus, you may think you are the most qualified to talk about it. However, experience tends to teach us a different lesson. Developing and crafting marketing content is not only a full-time job, it is also a job where the most critical skill is the ability to turn technical features and functions, into easy to grasp usage scenarios that can appeal to the targeted audience.
Link4LEAD’s response
During a preliminary workshop, we will leverage your expertise and capture your knowledge to develop and craft your messages. At the end of the workshop, we should be equipped with all the raw material required to build the initial kits for your prospects, in the format of Smart Audit Interactif (SAI). The methodology we use to achieve these results is pretty unique. It is based on 4 steps:
- Analyzing your challenges and understanding your offering. During this step, we also make sure that we clearly understand who your targeted audience is in terms of job title and function within one of more vertical(s).
- Determining the benefits and differentiators of your offering, from your targeted audience’s perspective.
- Developing and crafting one Smart Audit Interactif (SAI) for each target.
- Testing the Smart Audit Interactif (SAI) and making changes if and when required.
Benefits
- Your messages are created quickly and meet the expectations of your targeted audience.
- Even though the primary usage of the content created is within the definition of an on-line evaluation, you can leverage it in additional collaterals, such as white papers, opportunity qualification grids, prospecting scripts, online banners, etc.
- The business events you have put together can help you (and your sales force) prompt intelligent conversations, and, as a result, enable you to improve your lead-to-opportunity conversion rate by a factor of 4x to 10x, when compared to other solutions.
- They showcase your expertise and reinforce your credibility.
