Building a marketing script is an important step that can improve results, no matter your role in an organization. A marketing script can be used during presentations and when speaking with prospects, and it can also inform your website and marketing collateral. The following principles should be considered when building your marketing script.
1. Focus on Your Value
When developing marketing messaging and scripts, many sales and marketing professionals focus primarily on the products and services they sell. With this approach, the challenge is that talking about your products does not address the prospect’s main question: “What is in it for me?”
Details about your products are important and need to be shared, but what your prospect mostly cares about is how they can improve their business and how you can help them do so. This will help you grab their attention, and it is where most of your focus needs to be.
Concentrate on the value you and your products offer to share what’s in it for your prospect. That is how your products help and what your products help your prospects achieve.
2. Focus on the Pain You Resolve
Prospects are more interested in fixing what isn’t working well than spending time or money on areas where everything is great. Because of this, you can improve your marketing script by focusing on where the prospect may be facing challenges or experiencing pain.
A way to figure out which pain to focus on is to look at the value you offer and the improvements you help make. Typically, the value you offer resolves a challenge or pain point, and you can focus your marketing message on these areas.
In the event they’re having those challenges, this should help you grab the prospect’s attention. Now, if they’re not, then you may not grab their attention, but they might not be a good prospect anyway since they don’t have any challenges that you can help resolve.
3. Focus on Your Differentiation
Everyone faces competition. There are usually other companies selling what we sell, as we’re always competing against the prospect’s option of doing nothing. When building your marketing script, focus on how you differ from the prospect’s other options.
4. Focus on the Impact of Doing Nothing
As previously mentioned, we also compete against the prospect’s option to do nothing in terms of not making a purchase or staying with the status quo. Keep focused on what can happen, or continue to happen, if the prospect doesn’t purchase anything to improve your marketing message.
We hope this helps you with building your marketing script.
