It’s easy to get lost in the day-to-day busy-work of marketing and forget the big picture goals and objectives required to be successful.
The following list of questions is a great guide to print out and hang on the wall of every marketing team member (and, really, most everyone in your organization to help them “live” the brand). How closely do your marketing investments trigger prospective customers to consider these critical marketing questions and how well do they provide compelling, convincing, easily understood answers?
Let's take a look:
Do I need what you offer? (Pain)
Seems simple, but many customers do not “feel” the pain, and therefore see no need for your product/service. This could be because they are not aware of their pain, or maybe they’re in denial.
The “hottest” leads always begin with a “yes” to this question, of course. But there are creative ways to amplify the prospects’ awareness and understanding of pains they didn’t realize they had.
Do I want what you offer? (Aspiration)
Some customers are aware of pain, but lack the motivation to change. How is your marketing weeding out unmotivated customers and reaching those ready to improve based on your value proposition? Or, how is your marketing sparking desire and ambition that will ultimately lead to a purchase?
Why should I choose you? (Differentiation)
If you’ve identified a customer with a clear pain or goal to improve, you’re just isn’t over. Now it’s time to quickly, powerfully establish why you are the best choice. If you’re a low-consideration consumer product, this might be answered through the convenience/cost equation. If you’re a high-end or B2B product or service, you have a bit more work to do.
Very few companies do a compelling job on this step. A great way to evaluate how you’re doing on this: Look at your competitors’ web sites side by side with yours. Are you saying the same things? Making the same promises? Showing the same happy visuals?
Why shouldn’t I worry? (Confidence)
The customer is making split second decisions in her mind: What’s the risk of me investing my limited time, money and emotional energy into this decision? Will I look stupid? Will I waste time? Will it cost me more later? Who else has made this decision, and are they happy?
What is the cost/benefit equation? (Return on Investment)
What must the customer invest of themselves in order to realize the benefits? Has marketing made these tradeoffs easy to understand? Have you reduced the perceived pain and enhanced the perceived and trusted benefits of the transaction?
How do I get started? (Call to Action)
How is marketing making it easy to learn, experiment, consume and share? Can you get more qualified potential buyers to try your product or service with minimal risk of time, emotion or money?
Here is a brief PDF tool explaining these questions that might be worth sharing with your marketing team, company executives and partners. Here is how we answered these questions for ourselves: Should you hire us?