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Ask the experts: Compelling messages motivate customers to buy

By Virginia Bridges
vbridges@newsobserver.com
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One of the keys to small-business success is the ability to create compelling messages that cut through the clutter and inattention of today’s always-on, hyper-linked world, said Jim Jubelirer, owner of Jubelirer Results Group, a business coaching and leadership development firm in Chapel Hill. Jubelirer also serves as an executive coach at the leadership program at Duke University’s Fuqua School of Business.

When Jubelirer audits companies’ communication strategies, he finds that 90 percent of messages focus on what a company does; however, company stats don’t motivate buying people to buy. Compelling messages do.

Here are Jubelirer’s edited comments:

Your messages are representative of your “brand voice,” which is why you do what you do, how you do it and what your company does.

People buy because of your “why” – your values and vision for your products and customers. People buy from people they know, like and trust. The best way to build trust with prospects is to tell them what you stand for and how you will do business with them.

Here’s how to draft compelling messages:

• Establish your company’s core purpose. Ask yourself why you’re in business.

• Explain how you do what you do. An accounting firm might say they help clients minimize risk and tax exposure by ensuring their partners are always up-to-date with the latest laws and regulations.

• Establish your target market. Identify the characteristics of who you want to sell to, such as a specific age, gender, location and industry.

• Establish your customers’ pain points. What pressing problems does your product or service solve for them?

•  Drive new business to your door. Use clear and simple terms that will help your target market understand how you will solve their problems. You have to solve a problem or meet a need, better than your competitors can.

Bridges: 919-829-8917
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