Building a marketing script is an important step that can be taken to improve results no matter your role in an organization. A script for marketing can be used during presentations, and when speaking with prospects, or it could also influence your website and marketing collateral. The following are some principles to consider when building your marketing script.
Focus on Your Value
When developing marketing messaging and scripts, a lot of sales and marketing professionals can 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 which is “What is in it for me”.
Details regarding your products are important and have a need to be shared, but what your prospect mostly cares about is how they can improve their business and how you can assist them to do that. This will help you grab their attention and this is where a large amount of your needs to focus.
Concentrate on the value that you and your products offer to share what’s in it for your prospect. That being how your products help and/or what your products help your prospects achieve.
Focus on the Pain You Resolve
Prospects are more interested in fixing things that aren’t working well versus spending time or money on areas where everything is great. Because of this, you can improve your marketing script by focusing the message on where the prospect may have challenges or be experiencing pain.
A way to figure out what pain to concentrate on is by looking at the value you offer and the improvements you help make. Typically, the value you offer will resolve some form of challenges or pain 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 anyways since they don’t have any challenges which you can help resolve.
Focus on Your Differentiation
Everyone faces competition. There are usually other companies selling what we sell as well as we’re always competing against the prospect’s option of doing nothing. Make sure to focus on how you differ from the prospect’s other options when building your marketing script.
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 keeping 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.
SalesScripter provides helping marketing professionals to develop a marketing script.