Over the last series of posts, I’ve discussed the subtleties of messaging in relation to how we think and how the brain works. I have a strong conviction that most B2B messaging is still stuck in the facts and figures mode, and most companies are trying to use reason and logic alone to persuade prospects to buy their products. As a result, they are missing huge marketing and sales opportunities, especially when positioning for market growth. This doesn’t mean that facts and logic aren’t valuable, simply that they are not sufficient in themselves.
For those sales and marketing organizations that take the time, the discipline, and the effort to invest in messaging, the rewards are shorter sales cycles, greater market share and improved financials. Creating and implementing effective messaging is really hard work and requires thinking differently.
Here is a summary of key points from my last set of posts on messaging.
- A good understanding of segmentation must proceed effective messaging. How can we sell or market if we don’t understand who our clients are, how they behave, and how they think? There are four common levels of segmentation. To this list, I add an additional one, that of narrative segmentation which translates persona into action through response to familiar stories which are etched into our unconscious.
- Demographics
- Buyer
- Persona
- Behavioral
- Narrative
2. 95% of all thought is unconscious. If we only use reason, and logic, and facts, we are not addressing a big influence in communications.
3. We think metaphorically. Metaphors are created in the brain as a result of learning and provide a basis for thinking. (Again, most of this thinking is unconscious.) They can be expressed by language. I am not endorsing the use of common language metaphors, such as sports metaphors, in market messaging or sales except as an occasional way to capture attention. Rather understanding how we think using metaphors will allow you to use language that is much more powerful in crafting your message.
4. The most powerful metaphor is the frame
- Frames limit the discussion or debate
- They tie the debate to an emotion
- They do this using a readily available story or narrative
- They can be either positive or negative
- Their effect is related to how neurons connect and brain chemistry
- Positive frames are better than negative frames, but the two can be used together
5. Narratives are built upon metaphors and are universal in their nature. They transcend culture and language. Narratives and stories resonant on an unconscious level. They are the next level of messaging.
In my next post, I’ll give an example of how to put these together in action. Meanwhile, what is your story?
Lee Stocking
Prairie Sky Group
Driving Sales Through Customer Focused Marketing
lee.stocking@gmail.com
651-357-0110 (24×7)