Strategic Partner for Customer Acquistion

Find the Answers to Your Toughest Problems

Click for detailsexecutive draws diagram of interim marketing services

Get the help you need, when you need it. To learn about all the advantages, click here.

For more timely ideas subscribe via E-mail

Your email:

Have some questions you'd like answered? Have 15 minutes?

Internet Marketing
Join me in a "coffee break" marketing session where I focus on your biggest questions. Learn more here.

Follow Me

Browse by Tag

Business Strategy and Marketing Solutions

Current Articles | RSS Feed RSS Feed

How to Sell More to the C-Suite With Neuromarketing and Focused Content

  
  
  

executive office c suiteWho 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:
  • 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

To Satisfy Executive Needs and Values, focus content on:
  • 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

Neuromarketing to the C-Suite
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 article




Mission: To help small and mid-size businesses acquire customers by re-thinking their business and marketing strategies.

Comments

Don- 
 
Thanks for mentioning the article and I like your link with neuromarketing. The decision triggers you characterize highlight very well thing things we have found resonate with executives. A nice connection to draw! 
 
Roanne
Posted @ Monday, May 14, 2012 1:40 PM by Roanne Neuwirth
Post Comment
Name
 *
Email
 *
Website (optional)
Comment
 *

Allowed tags: <a> link, <b> bold, <i> italics