A Case Study: Building a Message Map that Connects to Your Customers and Accelerates Revenue
In my recent series “How Tech Vendor Messages Can Create Customer “Pull” and Revenue, we’ve talked about why tech vendor messaging often do not connect to customers (and miss revenue opportunities)
- Does Your Messaging Work in the “Cocoon”, But Fall Flat with Customers?
- How to Build the “Hook” into Your Messaging to Create “Pull” and Accelerate Revenue
In today’s post, I will focus on how to leverage the lessons from these posts to create strong “pull” messaging for your products that help you drive revenue. To do this, we’ll pull together principles from the first 2 posts and then do a specific case study that illustrates how you can create customer “pull” for your products (and how this “out of the box” approach is different than what most technology companies usually do in their messaging).
How to Build the “Hook” into Your Messaging to Create “Pull” and Accelerate Revenue
In my recent post “Does Your Messaging Work in the “Cocoon”- But Fall Flat with Customers?”, we discussed how critical it is that tech vendor messaging connect with customers in terms of a “hook” that gains customer interest. This “hook” is shown visually in Figure 1 below, and addresses the customer question, “Why should I care?”. The “hook”, also creates customer “Pull” that results in inbound inquiries, positive word of mouth and customer buzz that a vendor should be on the list to consider for any buying in their category. Clearly “Pull” has many positive benefits in terms of creating topline revenue and in lowering the costs for marketing and sales.
But how do you create that “hook” and customer “Pull” that accelerates sales and lowers marketing and sales costs? (more…)
“Climbing Out of the Box”™ 