The Wheel of Persuasion

Showing prospects that you have the right solution isn't enough. Show that you understand your leads' problems and only then explain in 6 steps why and how you can solve them.

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In B2B marketing, focus on your prospects and not on yourself

It's important to know your customers and leads. That's a fact. In the topic world around the customer journey, you can see how important it is to guide your B2B contacts from the very first step and play the different touchpoints so that you are top-of-mind when a buying decision is made.

Unfortunately, even today, you often see companies being product-loving and making it seem online that it's all about their product and not the customer. Why exactly the company has the perfect solution to our problem and why we should have faith in them is far less apparent. It's a shame, because if your website visitors don't feel like they've been picked up, they'll probably just check out your competitor.

People don't buy your product. They buy the OUTCOME of your product. Alex Cattoni, Marketer, Copywriter & Founder of Copy Posse

Especially if you offer rather complex and high-priced solutions in the B2B sector, it is crucial that you don't tell too much about yourself, but cater to your potential customers.

Self-centeredness is one of the biggest mistakes you can make if you want to build trust with content and position yourself as an expert. Because just knowing the problem and going straight to your product simply doesn't work in the B2B sector.

Because your potential customers are not really interested in your product, but in what your product can do.

How customer-centric is your website? Take the test!

If you want to quickly and easily survey how responsive you already are to your customers, you can take what's called the we test:

Go to your website and count how often it says we, us, our or your company name. And how often you respond to your customers directly, i.e. address them as " you".

If you're talking about yourself more than 50% of the time, now you know how to better pick up your leads and guide them through the customer journey. And if you're already communicating in a customer-centric way, the Wheel of Persuasion can give you some exciting approaches to positioning and engaging with leads!

How to show your prospects a path to resolution in 6 steps

Following Alex Cattoni's Wheel of Persuasion, you can convince your prospects that you're the right fit in these 6 steps:

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1. Problem

Finding a solution always starts with the problem. Most of the time, your potential customers know they have a problem and are looking for information about it. That's why you should pick up your leads directly where the pain arises. This way they feel understood and know that they have come to the right place.

This way you can address the problem:

I help target group with problem.

In the case of Aioma, for example, this could be phrased as follows:

We help companies in the B2B sector with a lack of resources in marketing.

2. Pain

With pain, you address the negative feelings and consequences of the problem. In this way, you show your leads that you know exactly what problems they are currently struggling with. In B2B marketing & sales, it's especially important to address your prospects' pain points early on so that they feel understood and supported, and ultimately build trust with you. Platitudes are not enough here though - you need to be as specific as possible when addressing the pain points.

Here's how to address your prospect's Pain Points:

They have negative feelings, experiences, or pain because you problem.

In Aioma's case, for example, we phrase it like this:

You're feeling clueless and don't know where to most effectively allocate your marketing resources because you simply don't have enough time to keep the entire marketing machinery running.

3. Prescription

Make no mistake. The prescription - the doctor-prescribed solution - is not yet your product. Your prescription is a specific method, a new approach, which contributes to the solution of the problem.

This is how you can formulate the prescription:

To overcome your problem you need to formulate your Unique Solution.

In the case of Aioma, for example, we formulate it like this:

To be successful in marketing despite limited resources, you need to simplify your marketing & sales processes and automate recurring workas much as possible.

4. Pivot

After you've addressed your prospect's problem and pain points and given them a specific way to solve it, it's time to shift the focus from your prospect to you

Tell them succinctly who you are and why exactly you are the right person to talk to.

This will allow you to formulate the segue to your organization:

We've undertaken your mission because ReasonWhy and we've discovered that we're your Unique Solution help main advantage.

For example, in Aioma's case, we phrase it this way:

We set out to deliver qualified leads to our customers on a recurring basis because Small Marketing Teams Should Do Rockstar Marketing and we discovered that we help drive sales sustainably using B2B Marketing Automation and Personalized Content Distribution.

5. Positioning

Positioning is where you can now differentiate yourself from your competition and explain to your prospects why other solutions haven't delivered the success you've been looking for.

This is how you can position yourself:

Maybe you have already tried alternative solution but further problem.

For example, in Aioma's case, we phrase it like this:

Maybe you have already thought about marketing automation softwares, but had to solve other problems like CRM implementation first.

6. Product

Now we are finally here: At your product! Now it's time to take the spotlight out of the closet and show your product in the best light. The Stage is all yours: now tell us why your product is better, easier, or faster at solving problems

Of course, you know best how to shine, but here's how you could introduce your product:

The best/easiest/fastest way to solve problem is your Unique Solution, to Unique Positioning. Declare war on pain with Product.

In Aioma's case, for example, we put it this way:

The easiest way to make up for a lack of marketing resources is to automate repetitive work so you can spend more time on rockstar marketing and sustainably increase your sales. Say goodbye to average marketing with the Aioma Autopilot.

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