News for the Hospitality Executive
by Julie Squires
November 6, 2012
With marketing automation tools, it is relatively easy to distribute, measure and analyze any content you create. We like Marketo to get it done.
Messaging that increases sales, however, must be hand-built. We like a combination of, Adele Revella’s buyer persona method, accented with Jaynie L. Smith’s competitive advantage approach, to get it done. Both thought leaders simplify and systematize an effective messaging process.
Your sales messages to prospects and customers must be like a firm, trusted handshake. Or a warm handshake. Or a friendly clasp. Effective sales messaging must look them in the eyes and say, “I know you well.”
Our buyer persona mentor and colleague, Adele Revella, said it best in a recent email:
changed? While it was always important
Buyer Persona Sales Messaging
Our company, and especially our clients, benefit – first – from Adele’s free eBook, The Buyer Persona Manifesto. Then we invested in her company-wide workshops to learn her method for effective sales messaging. We and our clients continue to benefit from her “With You All the Way” promise and close association.
Adele’s process includes step-by-step templates and detailed instructions – down to the 3 best times each day to reach a win/loss prospect at his desk – in order to interview the candidate and accurately populate Adele’s Five Rings of Insight™. The 5 Rings address: 1. What made the prospects start looking for a solution? What was their Priority Initiative? 2. What do Success Factors look like to them? 3. What are the Perceived Barriers? 4. What is the Buying Process? and 5. What is the Decision Criteria? What capabilities does the buyer deem important?
Click here to see succinct, fresh, customer-centric sales messaging we produce using Adele’s method. These are rolled out for our clients in ads, videos, booth verbiage, press releases and more. They boost revenue 20% to 25%.
In sales messaging for clients, first we create a core message, and different version of that message, using Adele’s approach. We then stimulate prospects to action by adding competitive advantages to our content. According to Jaynie L. Smith, a competitive advantage must be:
How do you capture the voice of your customers?
I would like to know.
Do you have questions about your sales messaging?
Give me a shout at Julie(at)softscribeinc.com, or 404.256.5512.
About the Author:
Julie Squires is CEO of Softscribe Inc., an award winning market consulting, branding and PR corporation. Our invaluable clients are technology companies that target hospitality and other vertical markets. For them, we solidify brand awareness and can increase annual sales 20% to 25% or more. We generate the right messages for client audiences 100% of the time. This is essential to close sales. And our staff members average 18 years’ earned industry depth, and experience in branding, marketing and PR. Julie is also a star gazer.
Julie Keyser-Squires, APR
180 River Springs Drive NW
Atlanta, GA 30328
Inc. Writing Shines with 2012 Communicator Award; 'Award of
Distinction' Honors Behavioral Targeted Advertising Viewpoint / May
Inc. and UK-Based Johnson King Form Alliance: 'Global Reach: Branding
Without Borders' Supports Clients with International Strategy /
Inc. Signs InvoTech Systems, Inc. / May 2011
Inc. Signs Joint Venture with Owlish Communications™/ Adds Depth in
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for Technology Public Relations Clients / March 2011
Inc. Signs d2o, Award Winning Innovator of Integrated Software
Solutions for Hospitality; Public Relations and Hospitality Marketing
Firm Increases 2010 Sales 40% Year-to-Date, Teams with Leading Tech
Companies to Add Industry Value / November 2010
Inc. Signs KABA Lodging, a Division of KABA; KABA Lodging, world class
supplier of Saflok and ILCO electronic locks, delivers technology
innovation to the hospitality industry / November 2010
Hoteliers Need to Know Now About PCI Compliance; Softscribe President
Michael Squires Details Action Items on Company’s New Blog / March
Inc. Signs Cendyn; Digital PR Firm Increases 2009 Sales 26%
Year-to-Date, Rides Wider Boom in PR and Social Media / January 2010
to Leverage Social Media to Add Value to Your Hotel Business;
Softscribe Inc. CEO tracks with expert Chris Brogan: video gives
hoteliers a social media power snack / December 2009
to Get More Sales from Your Public Relations and Marketing Dollars /
Julie Keyser-Squires / November 2009
Inc. Signs Ilan Lael Foundation; James Hubbell and family pioneer
“beauty as a door to change,” green construction through straw bale
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|Softscribe Inc.'s Operations Director Debbie Reale Earns Advanced SEO Certification; 'Search is the new homepage;' Softscribe's Reale optimizes clients' online presence for more business leads / August 2009|
|Softscribe Inc.’s First Users Group Reveals Keen Tech Vendor Appetite for Social Media; Meetup of 30 people during HITEC represented 100% client attendance / July 2009|
|Franchisors, Owners, Operators: Questions You Always Wanted to Ask About Social Media / Julie Keyser-Squires, APR / June 2009|