“The failure to follow a well-established development process is causing many organizations to miss the mark when it comes to designing content and campaigns that resonate strongest with their customers and prospects.” -Tim Riesterer, Chief Strategy & Marketing Office, Corporate Visions
Everyone will agree that building demand is one of the primary goals of marketing. In fact, it may well be Goal #1. The question is, what can asset managers do to create stronger demand for their products with advisors?
In the world of demand-generation marketing, we hold that creating Message Maps centered on a Pain-Empathy-Insights approach is a critical step in the process.
Building Message Maps is a great way to bring structure to the development of communications assets designed to escort prospects through the buying cycle.
Before we describe them in more detail, let’s consider a serious challenge Simon Sinek issued to conventional thinking about prospect engagement.
Simon got it right.
For those of you who haven’t read his books or seen his Ted Talks, Simon Sinek is a highly regarded marketing consultant and educator who has inspired tens of thousands of people to turn his concepts into action.
Simon says companies that do marketing right create overtures that focus on why they do what they do rather than on what they produce.
This only stands to reason, he says, because it corresponds with how people behave in the marketplace. They buy based on why they need not on what they get.
How does this apply to you and the messaging you create?
Relevance is the answer.
Focusing on the why allows you to speak to your ideal audiences in their own voice and to create communications that are specific and pertinent. That’s the way to maximize your impact and fulfill one of today’s marketing’s most important missions – relevance.
To develop high impact, content-driven demand marketing and persuasive selling, start by focusing on the buyer’s pain, offer up empathy by describing and understanding their individual role, then provide insights in the form of thought-leadership content.
Here’s an example of what this looks like in a Message Map model:
Engagement Persona: Time Strapped Independent Advisor
Before you begin any coordinated communications campaign, we suggest that you build Message Maps targeting your ideal advisors.
Remember, a Message Map approach is designed to get your prospects to take the next step. You want to incent them to deepen a dialogue with you.
That’s how true engagement is created.
Note: the author of this post is indebted to the work of Keith Sullivan in his comprehensive guidebook, “Exposed: The False Promises of Revenue Marketing“ and the deep insights he provides into the 9 principles of buyer engagement.