Henry Ford. Dr. W. Edwards Deming. Steve Jobs. Each of these iconic leaders understood the importance of staying relevant and how relevance is the key to engaging in meaningful conversations with customers.

They also understood the power of story. In the end, it really doesn’t matter how superior your product or service is – what matters is that your message is relevant and meaningful. Relevance equates to significance. It’s the connection between what you do and the pain points, issues or aspirations your target audience faces each day.

To establish significance in the mind of your prospects and customers you first must clearly understand their emotional, psychological and economic point of view. Then you have to connect those insights with messages you use to build your story.

Do you “really” know what drives the behavior and decisions of your target audience? Test your knowledge by asking yourself a few questions:

What are the demographics of my buyer? This includes the buyer’s gender, age, education, geographic location and economic position.

What are the buyer’s personal and business goals? How can your products or services help them reach these goals?

What barriers, industry trends or competitive threats do your potential buyers face? How does your product/service enable them to overcome or capitalize on these issues?

What personal and business factors do these individuals take into account when making a buying decision?

How does your message address and demonstrate how you can help them navigate these factors?

What are the spending habits of your buyer (both personally and professionally) and why do they make these purchases?

Developing messaging is easy. Creating messaging that is relevant, engaging and viewed as significant by your target audience is extremely difficult.

It all starts with having the right perspective. A clearly defined and detailed perspective … crafted from your customer’s point of view.

Learn how we can help you craft a highly engaging, relevant story that connects with customers and accelerates growth.

Speak with our experts today.

That’s Your OnMessage Minute.