Creative elements are important, but in business-to-business marketing, the messaging strategy has a much more significant impact.
Several years ago the Fox network introduced a television series called “Breaking the Magicians' Code.” This popular program showed us just how magicians create their illusions. Needless to say, magicians were not particularly thrilled to have their tricks exposed.
It’s easy to understand why. After all, how effective is a magic trick when the audience knows how it’s done?
Yet amazingly, many business-to-business (B2B) marketers continue to put themselves in exactly the same position as magicians whose audiences already know the trick.
Consider that today prospects are much more educated about marketing techniques than they were decades ago. They’re also exposed to hundreds (maybe thousands) of marketing messages every single day. In short, they know the drill.
The result is that marketers who rely on old techniques developed by the advertising industry are like magicians trying to perform a magic trick for an audience that knows how it’s done.
Picture this: Your prospects are staring at you with a frown saying, “Go ahead. Try to convince me.”
That’s essentially what you’re faced with, and most B2B marketing fails miserably in breaking through that cynicism.
So how do you break through?
Learn about effective marketing execution.