If your company is like most,  the marketing message you send your customers is all about  product; features, performance, competitive advantages, and on and on.  So here's a thought:  Do customers really want to hear all of that? Well of course, it depends.  If they have already decided to purchase a product like yours, then perhaps they do.  That decision, however, comes late in the game.  Well before they decide to buy, they just know they have a problem and they need a solution.  The problem then is simple; all of your marketing dollars are being spent on people who have already decided what the solution to their problem needs to be. 

Marketing messaging is a crucial part of your success.  A very smart marketer once told me that customers don't buy 1/4" drill bits, they buy 1/4" holes.  If your message focuses on the advantages of your drill bit before the customer realizes he needs a hole, your marketing dollars are being wasted.

The solution to this issue often requires a change in the culture of both Sales and Marketing.  The focus has to shift from the features of the product, to the problem the customer needs to solve.  While that may not be easy (old habits die hard…), this approach will set you apart from the competition in many ways.  To learn more, download our free whitepaper Your Customer Doesn't Care About Your Product  or give us a call to discuss getting the right message to your customers.