It’s not enough for your company’s prospects to know who you are, but it helps. But you can do more than that…with Bredemarket’s help.
Who are you?
I just searched for the leading software providers in a particular category. This isn’t unusual. If someone wants to purchase software, they will often conduct their own research before letting themselves be pestered by salespeople.
My category search turned up several software packages.
It DIDN’T turn up numerous others in that category.
So a whole bunch of companies are already at a disadvantage, and there’s a good chance that their competitors are going to take their money because the software buyer won’t even think of purchasing from them.
The software buyer has no AWARENESS of these other software packages.
The Bredemarket website has an entire page on awareness, in which I make the following point:
“Two discussions of this three-step sales funnel are provided by Venn Marketing and Walker Sands (the latter of whom throws in things that happen AFTER the purchase, engagement and advocacy).
“Both sources define awareness as the first step in the funnel, and its purpose is to (drumroll) simply make prospects, um, aware that you and your product/service exist.”
Obviously there are other things you need to do to end up with a happy customer, but you’ll never get a happy customer if it doesn’t even know about you during the prospect stage.
Awareness of what?
Now there are all sorts of ways to raise awareness, but some are better than others.
- I previously linked to the story of Beatrice’s rise and fall, in which the fall was illustrated by the infamous “We’re Beatrice” campaign. The tagline? “We’re Beatrice.” What did the tagline mean to prospects? Absolutely nothing.
- I knew of another company that was slightly more successful, but not much. Instead of saying “We’re (COMPANY NAME),” they loudly proclaimed “We’re a Unicorn.” This was back during one of the periods of heated market acquisitions. But what difference did the company’s unicorn status mean for its prospects? Not much. If you’ve raised a billion dollars, I only care if you promise to give me a couple of million of it.
- Here in Southern California, Honda car dealers have banded together to produce ads about the “helpful Honda people.” Unfortunately, the ads have nothing to do with cars, the products these commercials are supposed to be selling. What difference does a Honda dealer’s helpfulness make? Unless your cat is stuck in a tree, not much.
It’s not enough for your company’s prospects to have awareness about you. They need to have awareness about how you can solve their problems.
Only then will you make an impact.
Raising awareness
Perhaps your company needs to raise awareness of your solutions to your prospects’ problems.
Bredemarket can work with you on this, asking questions and even engaging in…um…WOMBAT to produce impactful content for your company and its products and services.
So that your prospects know about you.
Then we can work on the next steps, consideration and conversation.
Book a free appointment to talk to me: https://bredemarket.com/cpa/
(All pictures from Imagen 3)
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