Growth Tips: Sharpen your marketing messages

Tailor your communications to the type of buyer you hope to interest.

May 30, 2013   by ANDREW SHEDDEN

Designing (or redesigning) your products around what is truly valued by your prospects is one of the most important factors in industrial marketing, but there is key element you may be ignoring… at your peril.

To gain traction in your marketplace, you must be clear about how your products deliver value (positive outcomes), but economic, user and technical buyers each define value differently. Here’s another way of looking at it: a purchaser has a different value system than a plant engineer.

How do these buyers perceive value? Tailor unique communications accordingly. For example, when creating marketing material for economic buyers, focus on the ROI gains they will enjoy as a result of purchasing your product. Get the attention of the technical buyer by emphasizing the incredible consistency of any parts produced by your machinery.

Value is in the eye of the beholder. If your marketing material is too general, it won’t do the job for you.

Andrew Shedden is an industrial marketing consultant and coach who helps manufacturers attract and sell more ideal customers. For free business growth resources visit

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