3 steps for creating—and delivering—messaging that sells.
To stay relevant and valuable to your customers—and attract new ones—your brand can’t stand still.
It needs to evolve and grow to keep pace with changes in your markets, changes in your business strategy, or changes in your customer base,
That’s as true in the B2B space as it is for consumer brands. And it doesn’t always require a total overhaul. Sometimes it means taking a fresh look at the brand story you’re telling, and making sure it’s as value-focused and meaningful as possible to your target customers.
Like any good book, your brand story should be a page-turner—keeping prospects hooked by engaging, inspiring, and making powerful emotional connections with them.
But too often, the stories your internal teams are telling are fragmented, overly focused on product specs and features, or misaligned.
The right brand story can make all the difference. And because research suggests that 50% of leads are qualified but not ready to buy, telling that story in the right ways at the right stages of the sales funnel is essential for converting new prospects into loyal customers. (Source: Gleanster Research)
Your brand story should be a holistic, consistent thread that runs through all your communications to prospects and customers—and one that’s laser-focused on the value you offer and the problems you can solve for them. Here are three critical steps to ensure that your people are telling a clear and compelling story about what you offer and why people will want to engage with your brand.