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Mike Lieberman, CEO and Chief Revenue ScientistTue, Sep 11, 2012 4 min read

When It Comes To Content Marketing Strategy – Words Matter

Words Matter - Marketing Strategy Take a look at this video. Click the image to your right or click here. We love it because it tells such an emotional, compelling and engaging story in just 90 seconds. This is the power of content marketing, story-telling and video all working together. This is the power that a well thought-out, refined, strategic marketing plan delivers for your business.

The man in the video is your business, most businesses, every single day making a little bit of money and just getting by. He has marketing. His sign clearly articulates his situation and what he would like passers by to do. He has a call to action and people are responding.

But change the words, change the message, create an emotional connection between him and his prospects and you see the dramatic improvement in results. 

This type of strategic messaging work can’t be an afterthought. It can’t be done while the tactics are being implemented. It can’t be done while your content is being created. It has to be done first, up front, before any of the tactical work begins because that content marketing strategy drives everything else. Get the messages wrong and the rest of the program will crash and burn. Get the messaging right and your results will skyrocket.

People make purchase decisions emotionally. Does your marketing message move your prospects to want to learn more? Have you connected with them emotionally?

People ONLY make purchase decisions when their pain becomes acute. Does your marketing recognize those pains? Does it address, respond to and solve those pains?

People want to know the ”whys” behind your business. They are much less interested in the “whats” and the “hows.” Why did you start your business? Do you know why you’re still in business? What was your mission? Vision? This is a great way to differentiate your business while at the same time getting prospects emotionally connected with your company.

People need to know, like and trust you before they are going to do business with you. Your job as a marketer (all business owners are marketers) is to get your prospects to know, like and trust you as fast as possible, in the most authentic way possible.

People need to process four specific messaging components in a very specific order before they feel comfortable purchasing from you. First, they have to see that you understand their pain. They have to literally see themselves when they experience your marketing. Second, they have to see (quickly) that you have a solution to their pain. Third, they want to see that you have a remarkable solution. One that is different (in a positive way) than all the other solutions they have seen. Finally, they don’t believe you by default. They need to see that other people like them have had a positive experience with your company. These four pieces of your marketing message MUST be present at all times for your prospects to start the process of knowing, liking and trusting your company.

Start Today Tip – Look at your current marketing. Start with your website. Does it have the four messaging pieces required for a prospect to know, like and trust you? If not, consider redoing the messaging. Do you know “why” you are in business? Can you tell that story to prospects? Do your sales people tell that story in a compelling way? Do you have the marketing materials (videos, website, collateral, stories) to get your prospects emotionally connected to your business? These elements aren’t optional. You won’t be OK without them. It doesn’t matter if your competitors have them. Your prospects are looking for them, they are expecting them, and if you want to get found, get more leads, and grow your sales…you need them.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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