How to create ‘compelling reason to buy’ messages

What is a valid reason to buy?

A compelling reason to buy is not a sales pitch for an elevator (although it should be): salespeople see a sales pitch as an explanation of what the product does, while a compelling reason to buy is the benefit to the target audience. of your product explains. And, as the name suggests, it’s a more attractive way to generate interest.

The concepts behind a compelling reason to buy can be found in Geoffrey Moore’s product development and marketing model, Crossing the Chasm. I’ve simplified these concepts to create an easy-to-use exercise for customers, whether it’s newbies who need to market messages to companies that have lost their focus. Practice ensures that every message I create catches the audience’s attention.

Because you need a compelling reason to buy

Without a compelling reason to buy, a potential buyer must try to understand what your product does and how it can help solve their problems. In our fast-paced world, it’s a lot of work and often leads to missed opportunities because the potential customer doesn’t have the time or the right information to put the dots together.

You need to do the work for them and make it clear how your solution can positively impact their daily lives.

How do you create a compelling reason to buy?

To determine a compelling reason to buy, answer the following seven questions with salespeople and experts. Better yet, talk to a few target buyers first to make sure you understand what they’re suffering from. Discuss the answers and then adjust them, keeping them as accurate as possible.

  • Who is your target audience to buy from? (See example.)
  • What is your pain?
  • What is your solution to this pain?
  • What is the value to the buyer?
  • What is the status quo?
  • What does your solution do to change the status quo?
  • What are the results?

Once you have your answers, piece it all together in a few powerful sentences to create a compelling argument for your product. Here is an example of how this can happen:

  • [insert title of intended buyer]
  • Who has [insert pain / key problem]
  • Our solution is [tell what the solution does – NOT product names]
  • [Say the benefits of how it resolves the pain – significantly reduce X, eliminate Y, give Z].
  • Unlike the status quo, which is [name problems with current solution]
  • We provide [list how your solution differs from the status quo]
  • This leads to [ROI status, cost savings, time savings – quantify where possible!]

More than one good reason to buy?

If your business is small, a compelling reason to buy is likely your limited target. But a larger company may have more intended buyers and compelling reasons to buy for each product line.

Come on, content marketers, be attractive!

As a content marketer, our goal is to create compelling content that catches the attention of target buyers and helps them make a purchase.

Compulsive reason to buy is a good foundation for content because it keeps you focused on your target audience, their issues, and the ways you add value to them. That’s what they’re worried about. Unless you’re in an established product category, potential customers aren’t looking for you. So you need to go ahead and let them know how to ease their burdens.

I promise this process works! I’ve used it with almost all of my B2B clients, starting content projects or refusing to work with them because they didn’t have a compelling reason to buy.