What is a valid reason to buy?
A compelling reason to buy is not an elevator (although it should be): the salesperson sees a presentation as an explanation of what the product does, while a compelling reason to buy explains the benefit that the audience is focusing on what you are doing your product. And as the name suggests, it is 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 standard, Crossing the Chasm. I simplified these concepts to create a friendly exercise with customers, whether they are startups that need login messages or companies that have lost focus. Practice ensures that every post I create can help to attract the attention of your target audience.
Why you need a compelling reason to buy?
Without a compelling reason to buy, a potential buyer should try to understand what your product does and how it can help you solve your problems. In our fast-changing world, it takes a lot of work and often leads to missed opportunities because the prospect doesn’t have the time or the right information to connect the dots.
You need to do the work for them and communicate how your solution can positively impact your daily life.
For many companies, it’s about putting yourself in the customer’s shoes, discovering their urgent problems, and combining their solutions to solve them. For some beginners, determining whether your product can be sold is a much more important exercise. You cannot make a business successful if you are “cool”. If you are the founder of a startup or someone who wants to work at a startup, make sure there is a compelling reason to buy that matches the pain that drives companies to rename their budgets.
How to create a compelling reason to buy?
To determine the compelling reason to buy, answer the following seven questions with sales and subject matter experts. Better yet, talk to a few target buyers first to make sure you understand your pain. To discuss and agree on the answers and keep them as accurate as possible.
- Who are the target people? (See example.)
- What is your pain?
- What is your solution to this pain?
- What is the value for the buyer?
- What is the status quo?
- What is your solution for changing the status quo?
- What are the results?
Once you have the answers, put everything together in a few powerful sentences to create an attractive case for your product. Here is an example of how this can happen:
- To [insert target buyer title]
- Who has [insert pain / key problem]
- Our solution is [specify what the solution does – NOT the names of the products]
- [Says pain relief benefits – significantly reduces X, eliminates Y, provides Z].
- Unlike the status quo, it is [to name problems with the current solution]
- We offer [describe how your solution differs from the status quo]
- This leads to [ROI status, cost savings, time savings – quantify where possible!]
Most compelling reason to buy?
If your business is small, chances are you have a good reason to buy. But a larger company may have multiple copies and compelling reasons to buy for any product line.
The key here is to use only valid reasons to buy, which is really cool. Test it with salespeople and potential customers to make sure they are generating opportunities before using them for messages that reach the market.
Come on Content Marketers, Get Compelling!
As a content marketer, our goal is to create compelling content that grabs the attention of target buyers and helps them make their purchases.
The Compelling Reason to buy is a great foundation for content as it keeps you focused on your target audience, their pain, and how you add value to it. This is what they care about. Unless you’re in an established product category, potential customers aren’t looking for you. That’s why you need to go ahead and tell them how to lighten your burdens.
I promise this process will work! I’ve used it on almost all of my B2B customers – to start content projects or to decline to work with them because they didn’t have a compelling reason to buy.
Because let’s face it, content should only be created if it generates revenue.
So take the time to come up with compelling reasons to buy and then create incredibly effective content!