January 27, 2023

Triggering Recognition In Your Target Market

People don’t buy stuff that they don’t want.

In the B2B space, this could probably be better said like so:

People don’t buy stuff that doesn’t appear to solve a problem they have.

So when you’re talking to potential buyers in your target market, you need to explicitly connect the dots for them between:

  1. A problem that they know they have AND want to solve, and
  2. How what you sell can solve that problem for them

How do you do this?

By talking about benefits, not features.

In other words...

Talk about how fast you can get rid of their migraine, not the ingredients in your medication.



P.S. Check out the orginal article for related info.