Complex businesses with multiple product offerings and audiences often lead us down the road to convoluted websites, multi-pronged sales processes, confusing messaging, and bored-to-death email campaigns.
And if we can’t figure it out, how do we expect our customers to?
But it’s hard. We love our companies. We believe in our products and services. We have so much to say! Choosing between messages, products, or audiences is like having to choose a favorite child. It seems impossible.
Don’t make them work too hard to understand what you’re selling and how it solves their problem.
But we need to think about this from the customer’s view.
B2B buyers don’t want “digital authenticity,” or “applied intelligence,” or “deeper understanding.” They may want customer registrations or an error-free database or leadership training. Clarity means they don’t have to work so hard to know what you sell or stand for.
My last blog, "The Curse of Knowledge: A Content Marketer's Bad Dream," spoke to the awareness need when we’re too close to our business to consume messaging the way our prospects do. This reiterates: don’t make them work too hard to understand what you’re selling and how it solves their problem.