How to Sell More to the C-Suite With Neuromarketing and Focused Content
Who doesn't want to sell more to the C-Suite? The question is how.
In a brilliantly insightful article, "How to Reach the C-Suite with Content
," Roanne Neuwirth identifies the information executives need and value, and how to shape content to deliver it. This short article is well worth a read.
Neuromarketing takes Roanne's article to the next level, and provides some very targeted ideas on how to present the content more powerfully.
So here, in summary form, are what executives need and value from content, and how to deliver that content to the buy button in the C-Suite.What Executives Need and Value:
To Satisfy Executive Needs and Values, focus content on:
- Focus on outcomes
- Provide a clear path to value for time invested
- Use authentic and respected sources
- Do not waste time on "salesy" pitches and lightweight stories
Neuromarketing to the C-Suite
- Hard facts, including research, white papers, and third party publications
- Actionable and timely information on issues that matter
- Summarize, summarize, summarize: address short attention spans
- Match content and format to channel: make content easily accessible
- Present a provocative vision for future possibilities
- Evolve from the technical to the strategic
The power of neuromarketing is understanding how decisions are triggered. According to SalesBrain
, there are only 6 stimuli that can trigger decisions. They are:
- Self-centeredness: Focus entirely on your prospect and liberally use the "you and your" words. Avoid talking about yourself and your company.
- Contrast: Create maximum contrast among your solutions and competitive alternatives.
- Tangible Input: Use numbers and easily grasped words like "more money" rather than concepts and esoteric statements.
- The Beginning and the End: Place the most important content in the beginning (focused on the "you"), repeat it at the end, and repeat it as often as necessary during the course of the communication to regain interest.
- Visual Stimuli: Use visual stimuli which are processed faster than words and concepts.
- Emotion: Content is best remembered when it is experienced with strong emotions. Use stories to help create emotion.
LEARN MORE ABOUT NEUROMARKETING
HOW WOULD YOU LIKE TO CREATE THE BEST CONTENT AND SERVE IT UP IN THE MOST CONVINCING WAY TO YOUR C-SUITE PROSPECTS? Contact me and let's discuss how to make this happen.
Photo Credit: Content Marketing Institute articleMission: To help small and mid-size businesses sell more by re-thinking their business and marketing strategies.