How many times have you reiterated how your industry, product or service works? Your familiarity with your own message may be a handicap rather than an asset in that it can cause you to oversell rather than position with thought leadership in your inbound marketing efforts.
One of the greatest assets you have is your knowledge. It only becomes a great asset if you can distribute it effectively. There are ways businesses do this every day:
- One-on-one sales conversations
- Packaging
- Advertising
- Advertorials
- Brochures
These are just a few ways that are traditional. The problem with many of the approaches today is that they either demand our attention or are too tactical to have great leverage. Selling typically happens sequentially and is often limited by the number of meetings or calls you can have. Advertising is largely ignored.
When a new buyer is trying to solve a problem, they are looking for information that helps them with trying to merely understand the jargon, parameters and concepts of your industry. You think about what you do thousands of hours a year. Your buyer typically thinks very little about your industry. They have their own market and problems to think about.
It is a great opportunity to bring value in this deficit situation. The buyer is seeking education. If you can educate with authority without pressuring sales, then your knowledge becomes an asset for building trust.
You know your industry well. You know how to help the buyer think about the choices that are available. You understand how to frame the choices to make a decision. You understand what is the best and worst in various categories.
The hard work is to deliver all this wealth of information in a personal, relevant and timely fashion. It has to be personal to connect with the specific world your buyer is in. It has to be relevant to their pain. It has to be timely in delivery and systematic via automation.
How can you fill the gaps in your marketing today?
