Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Be The Buyer: How to Sell More By Understanding Value

By Derrick Weiss

Derrick Weiss also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Be The Buyer: How to Sell More By Understanding Value Blog Feature

Ever wonder the best way to craft a marketing message?

It’s not going to be taking your product or service and saying how great it is - everyone knows that by now.

You need to really put yourself in the shoes of your ideal buyer. You need to live and breathe as they would. You need to feel their pains and experience their joys the same way that you do your own. Only then will you truly understand what motivates them to buy what you’re selling.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

But how do you do this? Not everyone can think that way, it’s too easy to stay inside the box.

I’m coining a phrase today. It’s “be the buyer.”

It’s a methodology I’ve used without realizing it for the past few months, and it’s what is taking strategy and work that I’ve done for my clients to the next level. It’s also allowed me to guide my clients towards crafting their own marketing messages, because anyone can do it, and it applies to any business.

Let me explain.

Start with Why

Like all good ideas, this one starts with why. Why would anyone purchase what you’re selling?

It’s doing one of two things: it’s creating value or it’s relieving pain. An emotional connection is important as well, but we’ll get to that in a minute.

An example of creating value is always positive: your client uses your product or service to be more efficient, sell more, or increase a key performance metric. There’s a reason you hear the phrase value-added so often, it’s because value is all about increases.

An example of relieving pain is the opposite -- a removal. Your product or service eliminates the pain felt from a normal job function, such as having to send emails one by one, or manage contacts in a spreadsheet.

Gain creators and pain relievers are undoubtedly linked - you can’t have one without the other. The most valuable purchases are ones that do both.

Think of HubSpot - it allows you to increase your efficiencies by sending an email to a specific subset of your contact database, that is maintained with very little effort. HubSpot is both a gain creator and a pain reliever, so it is incredibly valuable.

This is the same type of value that your product or service will create for your ideal customer. It has already, or you wouldn’t be sitting at your desk, reading this post, wondering what “be the buyer” means and how you can apply it to your business.

Who is Your Ideal Client?

Start with your ideal client. This is someone who experiences both gain creation and pain alleviation from your business. Reach out to them and find out what makes them tick.

Create a buyer persona from your conversation with them. Follow step one of this article - you’re basically looking for five things:

  1. Priority Initiative: What was going on in their lives/company that made looking for a solution a priority? This is where you can pick up on pain points.
  2. Success Factors: After choosing a solution, what does success look like for your prospect? Pick up on benefits they’re hoping to obtain and features they think will solve their issues.
  3. Perceived Barriers: What would stop a prospect from moving forward with you? Listen for what issues they have, false perceptions they may have about you and any historical situations that may cause red flags when looking into your solution.
  4. Decision Criteria: What will their decision ultimately come down to? Price? Features? Understand what could be a deal breaker and what you can leverage for competitive advantage.
  5. Buyer’s Journey: As your prospects educate themselves on how to solve their problem, what are they doing along the way? Pick up on where they go for information, who they trust, who is involved in the decision process, and what they find helpful.

Once you’ve created a buyer persona, use it. I can’t emphasize this enough.

You’ve spent the time and effort to document your ideal client, what they’re looking for, and what problems they have. It’s easy to set it and forget it, but make sure you reference and update your buyer personas once a quarter - they will change.

Crafting Your Marketing Message

Let’s jump ahead to where a lot of people get stuck: content.

Whether it’s for social media, your blog, the value prop of your homepage, or a landing page for a really useful checklist, you need to have the right message for the right buyer persona at the right stage in the buyer’s journey, otherwise you’re conversions will never look how you want them to, and you’ll never grow your traffic, leads and sales.

Starting with those two powerful resources in front of you, ask yourself what about the content you are working on will convince that persona at that point in the buyer’s journey to keep reading, convert, or buy on the spot.

What gain creator are you presenting? What pain are you relieving? If that’s not immediately clear, you’re doing it wrong.

Don’t worry! We’ve all been there - I’m there more than a few times a day, but it’s what you do next that really matters.

You’ll never get unstuck with asking yourself those two questions. Close your eyes and put yourself in your persona’s shoes. What would they search for to help them break through their ceiling?

What problem do they have, every single day, that keeps them up at night staring at the ceiling wondering: how will I ever get out of this one?

That’s where you come in. Solve that problem for them, or show them a better way of doing things. They’ll pay you for it.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on July 15, 2016

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read