I don’t know about you, but my head spins most times when I look at a website and try to understand what the company does.
I frequently go to a website, open up the products tab and start to read…only to get utterly confused most of the time, not being able to truly understand what the problem is and how the product is supposed to be solving the stated problem…This is especially true in crowded markets where there are lots and lots of competitors all with slightly different angles on the same problem.
Take the broad category of marketing solutions, for example:
Have you ever looked at how many marketing technology companies there are that all seem to helping with marketing, but from seemingly an infinite number of angles…and they all sort of sound the same? How many different flavors of a CRM are there now? I was approached by a half-dozen over the last 30 days and I’ll be damned if I can tell what the differences are between them.
And, the more technical the solution, the crazier the messaging becomes. For example, and pardon my ignorance, but have you ever tried to understand what a network monitoring solution does from the product description if you aren’t technical?
OpManager is a network, server, and virtualization monitoring software that helps large enterprises, service providers and SMEs manage their data centers and IT infrastructure efficiently and cost effectively. Automated workflows, intelligent alerting engines, configurable discovery rules, and extendable templates enable IT teams to set up a 24×7 monitoring system within hours of installation.
Okay…, so, I have been thinking a lot about content marketing these days and how vitally important it is to get your product messaging right, build the right hooks to attract traffic, all so you can create some lead flow. I need this to help me create some leads, but this also happens to be central to my product offering, dealsheet.com.
It seems to me, if you are lucky enough to create some inbound traffic, when the prospects shows up…make it easy for them to very quickly understand what the problem is that you are trying to solve and how your product or service will solve the stated problem.
How was the messaging?