Page 5 - Demo

Within each market, there are different types of customer, in my case: sales and marketing directors, sales and marketing managers, business development personnel, marketing staff, entrepreneurs. Each different customer type, in each different market, has their own unique pain points (a pain point being an aspect of their job that challenges them, that is difficult and that they need a solution for). For example:
A sales and marketing director in an SME technology company may have the experience but not the time to execute marketing. He or she may, therefore, be interested in the time saving aspects of what I provide, the fact that I can focus
on writing content, get it done and published far quicker than their busy schedule allows. I can also be relied upon the drive campaigns while they are focused on sales or busy doing other things.
Similarly, a marketing manager or executive in a large technology firm may be tasked with managing several important projects at once, which means they cannot afford the luxury of focusing on the detail (such as content writing or social media management). They too will be interested in the time saving and flexibility aspects
of my service. However, they may also have to demonstrate ROI (return on investment) to their Boards and Directors so they need to show benchmarking KPIs (key performance indicators) and the benefits of working with me to deliver them. I need to show how I can help them do this.
Someone running a small, local business may also be time constrained but furthermore they may be looking for someone with the experience they don’t have and can’t yet justify employing full time. They too will be interested in the flexibility of accessing my services and expertise whenever they want while not having to pay for them when they don’t.
This gives me clues as to what my typical customers need from me. It’s easy to think that they come to me for marketing and content writing. Yes, they do, but more than that, they have underlying pain points such as a lack of time, lack of experience, the need for flexibility because they don’t need anyone full time right now. These ‘secondary needs’ are just as important as the primary ones.
If you can appeal to prospects’ secondary needs in your buyer persona scenarios and storytelling, you will achieve an emotional connection.
Armed with this knowledge, you can craft fictitious but realistic characters and construct stories, based on real world examples, addressing their pain points.
Think about what different prospects may need from you - other than the obvious
©Alison Campbell 2017 5