Written by: Vickie Sullivan | June 16, 2022
How to Position Your Buyer’s Problem in Just 2 Steps
To get a buyer to take action, you must successfully position the buyer’s problem. MarketingProfs does a great job doing that with its State of B2B Marketing Training Report 2022.
The report does so by giving a one-two punch that sets up both interest and readiness to buy.
1. Make the problem urgent. The data in the executive summary are a great example of a “shock and awe” strategy that quickly grabs readers’ attention. The key findings in the report drill down on specifics to solidify that this disconnect is a high priority. This heads off the tendency to put a problem on a back burner.
2. Refocus the path ahead. The big twist in the executive summary sets up the key findings. By focusing on the distinction from access to “how,” the report opens the door to a new approach. The specificity in the key findings section reduces the fear factor by outlining what that path looks like.
Listen: How to Prepare Buyers to Change
A lot of us are great at sounding the alarm, dissecting what happened, and revealing the impact. In a sea of great ideas, though, that isn’t enough. You must position the problem to get attention and priority. Then make the problem urgent and easier to fix.
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