The B2B value proposition in the CEO’s mind is disconnected from the value proposition communicated in the company’s digital assets. The problem is that it is the digital assets that are actively communicating the value proposition, all the time. Not the CEO. So the result is that the company is saying something that it is not.
This problem arises because the responsibility of communicating the value proposition often falls on people who do not have a deep knowledge of the business. In addition, leaders often do not have the skills or the time to transform their knowledge into clear messages.
So, the value proposition that reaches the prospect is diluted, weak, unclear, russia phone number example similar to all the others. It is not authentic, it is not genuine, it is sugarcoated and sometimes even sounds artificial. This negatively affects the perception and effectiveness of the company's message.
What should be the message of your B2B website?
To have an impact, on-site messages must resonate with the target audience .
What does it mean to resonate? It is the ability of a message to evoke a strong and often shared emotional response among people. When something “resonates,” it means that it has touched or connected in a meaningful way with a person or group.
When creating the main messages of your B2B website, it is important to consider the following points:
Use the words your client uses.
Talk about the needs your customer experiences, not just your product.
Define exactly what your company does and provides, as your customer would say it.
Describe each of the functional and emotional benefits of using your product or service.
Accompany textual communication with graphic and visual resources that generate identification in your potential client.
To resonate with your prospect, it is essential to connect emotionally with their situation. In other words, it is key to speak the same “language” as your client .