B2B Marketing Tip: In Messaging – Keep It Simple
We all know the anacronym K.I.S.S. or “Keep It Simple Stupid” and it’s a good one to keep in mind when developing marketing messaging. Now, this doesn’t mean you shouldn’t be thorough in your description of your services, products, and advantages. Just that it’s best to be clear and concise. Remember, this is the introduction of your company to potential customers. Here are some things to consider when developing messages:
Use jargon wisely
Every industry has its own language. While you have a full understanding of industry terms, prospects may not. Especially if they are new to the job. It is a temptation to dazzle potential customers with jargon but if the prospect doesn’t know the terms, you could lose them at the crucial start of the relationship. Save the jargon for sales meetings when you can explain terms to prospects.
Lose the Hype
Often, hype in messaging exaggerates your services or capabilities. If you are going to use phrases like “the only one of its kind” or “the pioneer in the industry”, be sure you can back it up. Resist the temptation to overuse exclamation points. If your marketing messaging lacks the power to win over a prospect, no amount of exclamation points will.
Be Honest
In marketing messaging, promote your truth – in other words, what makes you the better choice. Then prove those statements with facts, feature/benefits, statistics, case studies, and customer testimonials. Honesty will always win the day – and sale.
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