This article is by Guest Blogger Charlie Born, the newest member of the Shirman Group extended team.
In their quest to solve business problems, buyers are turning to the internet and social media for information. This customer-driven Buyers’ Journey gives marketers a new channel to create valuable information that is discoverable, consumable, shareable and valuable.
Unfortunately, many marketers fall into the trap of creating content flooded with buzzwords, jargon, and marketing pitches. These cause buyer resistance and make you indistinguishable from competitors.
Buyers reward well-researched and believable information packaged into quickly digestible and easy-to-absorb info-graphics, white papers, info-training materials, webinars and blogs. Here are a few pointers for avoiding the buzzword bingo trap when creating your marketing content.
1. Don’t lead with your solution, your product or what you do. Instead start with a narrative about the business problem you are solving. Have a vision. Then lead your reader to your solution. Show how your approach is different before you go on to prove how it is better.
2. To craft the story, listen to your customers. Find out how your customers describe what you do. What words and phrases resonate with them—and which ones do not? See my previous post for how to interview customers about their buyers’ journey to get this information.
3. Listen to how your top sales performers tell your story. This will give you added perspective—particularly from those with strong solution-selling techniques.
4. When you write, ‘speak’ with a natural voice. Use the words you would use if you were speaking to someone you knew. Use short phrases and sentences. Most times, less is more. It just takes extra work to edit things down.
5. Strive to say something relevant, memorable, and different from what your competitors are saying. Just keep it real and not overblown. Be careful not to over-claim. Puffed up claims put most readers off rather than draw them in and can end up being a legal challenge later if problems arise. Make your reader want to learn more – and show them how they can by having additional content for them to pursue elsewhere on your website or blog.
Released last year and written by lexophile Arthur Plotnik, “Better than Great” is a book I have found useful in fixing buzzword bingo. It reads like a funky thesaurus and includes an assortment of over 6000 words and suggestions for describing things—pulling from rare gems, vintage gold, and even phrases influenced by hip hop to present a wide range of fresh superlatives. It is both amusing and vocabulary expanding.
Share with us successful ways on how you are telling your company’s story in a way that genuinely informs buyers, stands out from the crowd and avoids buzzword bingo.