“Ask yourself one question. How can I make this message truly resonate with my target audience and you’ll win more deals.” – Tyler Lessard in today’s Tip 1172
How can you make your message resonate with your target audience?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Tyler Lessard. Tyler is the Chief Video Strategist at Vidyard, author of The Visual Sale, and host of the Creating Connections show. When he’s not thinking about new ways to use video in sales and marketing, he’s either sleeping or playing with one of his amazing kids. Here he is:
Tyler Lessard: Resonance. Say it with me. Resonance. You know, in the world of sales and marketing, we talk a lot about personalization, relevance, context, all of these ideas to help us maximize our chances of connecting with our audience. But we don’t talk enough about resonance and the importance of delivering a message that is destined to resonate to the core with our prospects and customers. But ultimately, that’s what we’re trying to do. Every time we craft a message, whether it’s an email, whether it’s a phone call, whether it’s a video, or a social message, we are trying to maximize our resonance with our audience because that, at the end of the day, is what drives them to stick around in our message, to stick with us all the way to the end, most importantly, to both respond to that and to actually crave more.
Now I want you to think about this as you go ahead in your journey in sales. As you’re crafting new messages, writing new scripts, or making new videos, are you delivering your messages in a way that have the best opportunity to truly resonate with your target customer? Now, how can you create a message that has high residence? Well, yes, it does come down to some of those fundamental things that we often talk about in sales, personalization, relevance, context, intent and interest. But it also comes down to how it is that we actually deliver that message, the tone that we use, the format that we deliver it in, the emotions that were sparking as part of that delivery.
Think about your own life, personal and professional. What kind of content and messages truly resonate with you that make you feel; Oh, this person gets me. And wow, I absolutely need to follow along and or respond. I mean, there are simple things like memes that many of us are just like, absolutely binging on. And when we see a great meme that’s highly relatable, it resonates. And we want to, first of all, comment on it, like it, love it and share it around to others.
Now that meme typically didn’t teach me anything, but how did it resonate? And this is something that I really want you to lean into as you go ahead in your sales messaging. Not suggesting you have to make memes yourself, but of course, you can. But get creative in how you create resonance with your target audience. Write that word down on a sticky note. Put it up on your monitor. When you’re drafting a message or making a piece of content, don’t ask yourself, how can I personalize this? How can I get it to the most people? How can I increase my chances of them responding? No, no, no, no. Ask yourself one question. How can I make this message truly resonate with my target audience and you’ll win more deals.
Scott Ingram: For links to Tyler’s new book, The Visual Sale, to Vidyard and their free Video Selling Master Class, just click over to DailySales.Tips/1172 and we’ll have everything for you there. Once you’ve done that, be sure to come right back for another great sales tip. Thanks for listening!