In our last update, we summarized the positioning statement, which completes the marketing plan’s primary elements. Now, you’re ready to update your corporate and product messaging because you understand what will capture the buyer persona’s attention.
Begin with your website, probably the persona’s first stop in the sales cycle to learn more about your company. Think of your website as a 24/7 digital salesperson. Just as a salesperson’s goal is to establish rapport with a prospect, the goal of your website is to do the same.
You can communicate an understanding of the persona’s business problem with a better solution applying an informal, conversational voice and tone, which expresses your company is open and accessible.
At this point in the sales cycle, short, scannable content makes a lasting first impression that elevates your company above competitors who are still stuck in long-winded technical features and benefits.
Easy-to-understand content, synonymous with a company that’s easy to work with, differentiates your messaging from competitors.