CRO Rule #3
If a prospect decides not to do business with your company and there is no impact in his/her world as a result of that decision, the person made a good business decision. As such, your Message objective is to make sure prospects understand what they will give up (lose) if they decide not to do business with you.
Last week we talked about Differentiating Value (DV) which is a fundamental component of successful selling. This week we are going to apply DV to your messaging.
DV is what sets your solution apart from your competition. The key is that the value cannot be tied to quality, service or support. Those 3 bromides are the backbone of many marketing messages…and an ineffective approach. The reason is these 3 traits are assumed by prospects and claimed by competitors. They are the opening ante to enter the game and therefore are difficult topics in which to differentiate your solution.
The key in applying your DV to your message is this – in today’s market you have to clearly express what sets you apart from your competitors and your prospects must find this valuable. I’m not talking about traditional features and benefits, rather the value you bring that differentiates your solution from your competitor’s. When there is differentiation, then there is loss for not choosing your solution. This fact is the key to your message.