Can you sharpen your positioning + messaging? Part 3

Is your positioning and messaging lacking punch? You're in the right spot. 

If you're just joining us, we're in the middle of a series on the 5 key buying criteria to uncover in client interviews.

Here are emails one and two in the series.

Go read them if you haven't already. We'll wait..........

Alright, let's jump into the second buying criteria. 

Buying Criteria #2: Their rational and emotional consequences of doing it the old way

Goal: To understand the true cost of the problem.

Why this is important: Accurately articulating your vertical buyer’s problem, along with understanding the rational and emotional consequences they face, communicates that you are a specialist in their world. This creates deeper relevancy and trust with buyers.

Continuing with the previous example, the consequences of working with the family law firm’s previous agency were fewer high-value divorce cases, wasted marketing dollars, and missed opportunities. Further, they saw competing firms get more prominence online, close bigger cases, and get more positive reviews. This left the family law attorney angry, frustrated, and feeling hopeless.

To be continued tomorrow.

CQ