We live in an era of extreme marketplace noise. Brands have flooded acquisition channels with “sales” copy, making claims about their product features and potential returns. It’s become too easy for buyers to tune it all out.
This old way of ineffective selling is no longer enough to increase the marketing pipeline. To stand out and achieve maximum revenue impact, sales and marketing leaders need a new, 3D content strategy that enables sales organizations to control the story with relevant and engaging content when closing deal stages.
That requires you to shift away from convincing target personas through disconnected facts and figures, and instead focus on building a centralized story.
Here are three things you can do to achieve better win rates from your sales proposals and quotes:
1. Audience Instead Of Personas
Instead of telling the story of your product, focus on telling stories that inspire your audience. Your ideal customer is more than just a persona who has a certain job title and is interested in specific feature categories. Focus on telling that person an authentic story that will resonate with them beyond data points.
When you begin to address the hopes, desires and fears your persona feels, you can transform your sales copy into a 3D narrative designed for an audience.
Listening is critical to connecting in this way. Follow the conversation and look for insights into what is really motivating people in your market. This will enable you to speak to the emotion behind what your ideal customer actually cares about at every stage of the buyer’s journey.
2. Voice Instead Of Copy
Avoid delivering generic sales copy to your audience, written in tone and language that is indiscernible from the style of your competitors — connect with your audience through a unique brand voice.
An effective voice delivers more impactful messaging to your audience and creates an emotional connection that cannot be imitated by anyone else in your space.
Once you achieve that, you can then create a narrative that resonates across all content channels and formats. Every touchpoint you have becomes memorable and unique, allowing them to build on one another to create a unique brand.
3. Vision Instead Of Status Quo
Even a unique brand voice can still get lost in the noise. Lead your market forward with fresh ideas and perspectives, avoid the status quo and don’t be content to follow or even merely comment on.
When you simply participate in the current conversation, you become just another brand vying for attention, but a vision that anticipates where the conversation will be in the future cannot be ignored.
Unlike product features or data points, visionary leadership is both memorable and inimitable. Your audience will not remember who was the first to release the hottest new feature, but they will remember that you were the first to offer a perspective that everyone else is now reacting to.
Achieve Maximum Revenue Impact
If “sales” copy ever had its day in the sun, that day is now long past. The future belongs to revenue leaders who move beyond disconnected data and features. 3D content strategies that acknowledge the story of the unique ideal customer in front of them, share a branded experience and deliver a differentiated solution are perhaps the most effective way to achieve revenue amplification right now.
Gideon Thomas is VP of Marketing and Growth at DealHub.io, a CPQ, CLM and remote selling platform.