People are so time poor nowadays that they make a decision within an instance which is why you absolutely need to have these aspects covered. So, how to move forward?

 

Understand what problems you solve. Do your research, what benefits do you add to a company and why are you in business doing what you do.

 

Understand who you’ve previously helped. Who are your most successful employees and how have you helped them?

 

Speak to your employees. Why do your employees think you win deals and how is your customer a good advocate of yours?

 

If you’re not absolutely clear on the above then you really need to focus some time around your communications and business model as a whole. After all, 71% of companies who exceed revenue and lead goals have documented personas which says a whole lot about actually knowing your customers in order to see success. Again, as a reminder, don’t just document personas demographical information. Think about their key characteristics, social activity, media consumption, the buyer journey, connecting with them on an emotional level and what their pain points are goals are.

 

As you well know, personas are vital for not only knowing who your customer is but how to speak to them on a daily basis and what they will react to and convert from across the customer journey. Using a documented tone of voice will also strengthen your communications as a business and define a personality in order to make you a recognised company to your prospects through words alone. This is imperative because remember, marketing isn’t just about selling a product or feature, its about your customers story and where your company fits as a part of that story.