How do you create messaging that resonates with B2B customers?

1 Understand your target market

Before you start writing your messaging, you need to understand who your target market is, what their pain points are, and how your solution can solve them. You can do this by conducting customer interviews, surveys, or experiments to gather feedback and insights from your ideal customers. You should also research your competitors and analyze their messaging to identify gaps and opportunities. By understanding your target market, you can tailor your messaging to their specific needs, goals, and challenges.

2 Define your unique value proposition

Once you have a clear picture of your target market, you need to define your unique value proposition (UVP), which is the main benefit or outcome that your solution provides to your customers. Your UVP should be concise, clear, and compelling, and it should differentiate you from your competitors. You can use frameworks such as the value proposition canvas or the lean canvas to help you craft your UVP. You should also test your UVP with your target customers to validate that it resonates with them and addresses their pain points.

3 Write your core message

Your core message is the central idea or theme that you want to convey to your target customers. It should summarize your UVP and explain why your solution is the best choice for them. Your core message should be simple, memorable, and consistent across all your channels and touchpoints. You can use formulas such as the problem-agitate-solve or the before-after-bridge to help you structure your core message. You should also use clear and specific language, avoid jargon and buzzwords, and use stories and examples to illustrate your points.

4 Adapt your message to different segments and stages

Not all B2B customers are the same, and they may have different needs, preferences, and expectations depending on their industry, size, role, or stage in the buyer's journey. Therefore, you need to adapt your message to different segments and stages of your target market, and tailor it to their specific context and goals. You can use tools such as customer personas, buyer's journey maps, or value proposition maps to help you segment and target your customers and create relevant and personalized messaging for each group.

5 Test and optimize your message

Finally, you need to test and optimize your message to ensure that it resonates with your target customers and achieves your desired results. You can use methods such as A/B testing, customer feedback, or analytics to measure the effectiveness of your message and identify areas for improvement. You should also monitor the performance of your message over time and update it as needed to reflect changes in your market, product, or customer needs.