Three principles that are just good practice when it comes to the buyer experience:
Be compassionate, be succinct, be helpful. This have never been more true, more relevant, more needed.
Compassion not Fear:
Buyers no matter the industry don’t need more fear – especially security buyers (the industry we operate in). Think about the security industry and the security buyer. Their work is rooted in risk, threat and vulnerability, so by nature, they operate in fear 24 x 7 x 365. Today, arguably this is true for all buyers. Security leaders often say say they are “always on” and feel personally responsible when something goes awry. So, why in the heck would messaging rooted in fear ever work with these buyers? Until we as marketers walk in their shoes, we have no right fear mongering. Show some damn compassion for what they are dealing with on a daily, hourly, minute by minute basis. In the end, they really don’t have time for us which brings we to our second principle.
Succinct not Sermon:
This is nothing new, yet we in marketing are guilty of this all of the time. We have all sent those 3 to 4 paragraph emails and pushed the 1500 word blog posts and content pieces that we are so proud of and want to believe buyers have the time to read ( guilty as charged – I promise to keep this post to less than 500 words). Cut to the chase people – please. Stop spending 2 paragraphs (or 2 minutes) selling the problem and loading buyers up with shocking stats and another 2 paragraphs (or minutes) on the pitch. Buyers are thinking “why are you calling” me and “what can you do to help me right now?” This brings me to our third point.
Help not Hype:
This one is should be a no brainer. Stop the marketing hype and just talk about what you are doing to help your buyer. It doesn’t even have to be rooted in the product or service you deliver. Simple tweaks to the buying process and the customer experience are helpful. It’s less about how great we feel about ourselves and more about how our buyers feel about themselves. Be compassionate about where they need help, be succinct in how we can help them, and then just help them. There’s no hype in that. It’s called humanity.