Every company wants to be the #1 in their field. I would argue that if your company is undeniably #1 in its market, you don’t often make this proclamation. People already know it. It’s very similar to the notion that “nobody ever got fired for buying IBM.” Companies believe that by saying they’re #1, consumers will feel a level of comfort knowing that they are buying the best.
To solve this problem, ask yourself, “Are my potential customers really trying to buy #1?”
Chances are, probably not – they’re not trying to buy your product simply because it’s the best, they’re trying to buy some unique aspect or characteristic of your product that makes it the best.
What specific attributes of the market leading solution in your industry do buyers care about? The more specific you can be, the better.
Focus your messaging on yuor customers and their pain points not driving your own company messaging. This is key. The easiest way to identify this issue is to read your company’s messaging and simply ask yourself, “Does our company care about this, or does our potential customer?”
Lastly, humanize your message. To generate a message with impact, you’ll need to understand how it can be meaningful to your target audience. You want to create a “pull.” Building a connection with your prospects is way better than simply handing them the information, right? By doing so, you let them figure out how your products and services can be valuable to them.