"Given the challenging times we're living in, it's likely that the worldview your prospects hold today is not the same one they held a year, or even several months, ago," says Ardath Albee in a recent post at the Marketing Interactions blog.
So, have your communications changed to reflect the times? Albee says this is a must: "Changing world views also shift perspectives." In other words, it's crucial to be speaking in a language that people can understand and relate to in these weird times. She offers some useful questions to ask your marketing and communications teams in a must-needed Content Audit. Among them:
Make sure your payoff actually pays off. "Is your content all about increasing revenues?" she asks. "Right now, cutting costs may be of more importance to your prospects."
Measure your tone. Focus on hope, Albee advises. Right now, a hopeful tone is "persuasive and engaging."
Assess your scenarios. "Are you addressing today's problem-to-solution scenarios, or have those shifted, too?" she asks. "Has the makeup of the buying committee shifted? What new factors are requiring more attention?"
This is no time to sit still, Albee concludes. "Content and the stories it tells must be on track with your prospect's mindset if you want to continue to build engagement with them," she advises.
The Po!nt: Tell it like it is. And add a dash of hope. Prospects and clients will appreciate a company that gets it, and is ready to face the future with them.
Source: Marketing Interactions. Read the full post here.
by Christina "CK" Kerley
