"Does it also do that?"- the need to have a dialogue
Content is king; knowing your product’s key benefit to the target segment is important as is having as many support points as you muster. Customers do like the benefit statement spelt out in easy to understand personal terms. Product usage examples, testimonials from othert users, application hints.. they are all good. Keep them coming and organize them in a way that you can find them when you need.
Internet enables faster delivery of messages. Remember, it also enables faster trashing of irrelevant messages. So, having something useful to say is your best chance of being read in the long run. Communication is a two-way street; so, more relevant your messages, more is the chance that the customer comes back to you; with a question, with a comment or a feedback or even better an intent to purchase! Start a dialogue.
Prepare ahead of time
It is no good to be underprepared for a customer meeting. Don’t be caught in a situation where you have to communicate to a potentially large customer segment but either your benefit statement is not ready or you do not have adequate support points behind your benefit statement. You need a lot of content to facilitate dialogue with a large customer base segmented into micro-markets. Get started on generating and organizing content today; before your “strategy boys” are done with their market segment definitions.