The Wheel of Persuasion
Show your potential customers not only that you have the right solution, but also that you understand their problems. Then explain to them in six simple steps why and how you can solve those problems.
In B2B Marketing, Focus on Your Prospects, not Yourself
It's important to know your customers and leads. That's a fact. In the topic world around the customer journey, you see how important it is to guide your B2B contacts from the first step and play the different touchpoints so that you are top-of-mind when a buying decision is made.
Unfortunately, you still often see companies today that are product-loving and online make it seem like it's all about their product and not the customer. Why exactly the company has the perfect solution to our problem and why we should put our trust in them is far less apparent. Too bad, because if your website visitors don't feel picked up, they'll probably just check out your competitor.
People don't buy your product. They buy the OUTCOME of your product.
Alex Cattoni, Marketer, Copywriter & Founder of Copy Posse
Especially if you're in the B2B space and offer rather complex and high-priced solutions, it's crucial that you don't talk too much about yourself, but instead cater to your potential customers.
Self-centeredness is one of the biggest mistakes you can make when using content to build trust and position yourself as an expert. Because just knowing the problem and going straight to your product simply doesn't work in the B2B sector.
Because your potential customers are not really interested in your product, but in what your product can do.
How Customer Centric is Your Website? Take the Test!
If you want to find out quickly and easily how well you already respond to your customers, you can do the so-called "we" test:
Go to your website and count how often we, us, our or your company name appears. And how often you directly respond to your customers in relation to that.
If you talk about yourself more than 50% of the time, you'll subsequently learn how to better pick up your leads and lead the customer journey. And if you are already communicating in a customer-centric way, the wheel of persuasion can provide you with some exciting approaches for positioning and addressing leads!
6 Steps on How to Show Your Pospects a Solution Path
According to Alex Cattoni's Wheel of Persuasion, you can convince your prospects that you're the right fit in these 6 steps:
Finding a solution always starts with the problem. Most of the time, your potential customers know they have a problem and are looking for information about it. That's why you should pick up your leads directly where the pain arises. This way they feel understood and know that they have come to the right place.
This way you can address the problem:
I help target group with problem.
In the case of Pedalix, for example, this could be phrased as follows:
We help companies in the B2B sector with a lack of resources in marketing.
With pain, you address the negative feelings and consequences of the problem. In this way, you show your leads that you know exactly what problems they are currently struggling with. In B2B marketing & sales, it is especially important to address the pain points of your prospects early on so that they feel understood and supported and ultimately build trust in you. Platitudes are not enough here - you need to be as specific as possible when addressing the pain points.
This way, you can address your prospect's Pain Points:
You have negative feelings, experiences, or pain because you problem.
In Pedalix's case, for example, we phrase it like this:
You feel at a loss and don't know where to most effectively allocate your marketing resources because you simply don't have enough time to keep the entire marketing machinery running.
The prescription - the solution prescribed by a doctor - is not yet your product. Your prescription is a specific method, a new approach, which contributes to the solution of the problem.
This is how you can formulate the Prescription:
To overcome your problem you need to formulate your Unique Solution.
In the case of Pedalix, for example, we formulate it like this:
To succeed in marketing despite limited resources, you need to simplify your marketing & sales processes and automate repetitive work asmuch as possible.
After you have addressed the problem and pain points of your prospects and given them a specific solution, it is now time to shift the focus from your prospects to you
Tell them who you are and why you are the right person to talk to.
This way you can formulate the transition to your organization:
We've undertaken your mission because ReasonWhy and we've discovered that we help your Unique Solution main benefit.
For example, in Pedalix's case, we phrase it like this:
We've set out to deliver qualified leads to our customers on a recurring basis because even small marketing teams should do rock star marketing and we've discovered that we use B2B marketing automation and personalized content distribution to help drive sales in a sustainable way.
Positioning is where you can now differentiate yourself from your competition and explain to your prospects why other solutions haven't yielded the desired success so far.
This is how ansnt you position yourself:
Maybe you have already tried alternative solution but further problem.
For example, in Pedalix's case, we phrase it like this:
Maybe you have already thought about marketing automation softwares, but had to solve other problems like CRM implementation first.
Now we are finally here: At your product! Now it's time to take the spotlight out of the closet and show your product in the best light. The Stage is all yours: Tell us why your product is better, easier or faster at solving problems
Of course, you know best how to shine, but here's how you could introduce your product:
The best/easiest/fastest way to problem solve is your Unique Solution, to Unique Positioning. Declare war on pain with Product.
In Pedalix's case, for example, we put it this way:
The easiest way to make up for a lack of marketing resources is to automate repetitive work so you can spend more time on rockstar marketing and sustainably increase your sales. Say goodbye to average marketing with the Pedalix Autopilot.