Let’s face it
It’s not exactly getting any easier to reach nanotechnology buyers and get your message across.
Connecting with your target audience is becoming more and more of a challenge due to the sheer volume of content that’s out there.
And your prospects are busy people. They’re swamped during the day and are stressed out because they work long hours.
They’re also buried under piles of hyped-up marketing and advertising messages.
Combine all this with the fact they might not even be aware of your solutions and you have a serious problem.
More specifically, what you have here is a disconnect. You know your product or service could help your prospects, but they don’t want to hear it.
I mean, if all you did was to tell your prospects over and over again that your product or service is the best thing in the industry since the invention of the electron microscope, you’re not going to get very far.
What you need is a less intrusive (and more effective) way to get your prospects attention and move them to take action.
You need a better method to bridge the knowledge gap between what you offer and what your customer knows he needs, but still isn’t ready to give you the time of day.
So what do you do to get through to your buyers?
I’m a big fan of using direct marketing to inject some much needed oomph into high-tech communications. Using the right message, you can hone in on your buyers and target them like a rifle shot.
Take the white paper as an example.
In the highly competitive nanotechnology and electron microscopy space, white papers can play a critical role in the marketing and selling process.
In fact, well-written and effectively positioned white papers can build mindshare, generate leads, persuade prospects to shortlist your company and even help seal the deal.
And in an age where more buyers are making critical decisions behind closed doors, your white paper is often the only “voice” you’ll have at critical points in their buying process.
Having something like a white paper do the selling for you makes your job a heck of a lot easier.
This is what I mean when I say that you should think of your content as “assets”.
You could send a direct-mail letter to key prospects on your mailing list via first-class mail promoting the white paper and directing them to a dedicated landing page to download it.
Dan Kennedy calls this “selling in a vacuum” and it works specifically because you eliminate the need to compete for your prospect’s attention.
When your competitors go one way, you go in the opposite direction. Mail is an uncrowded medium and many companies don’t use it because they think direct-mail has “had its day”.
Of course, as mentioned in last week’s issue, the message is the most important part to get right. The medium is secondary.
Or as Stephen Covey might say: “first things first”.
All the best,