Challenging Your Marketing Audience to Create More Demand

I just finished reading “The Challenger Sale: Taking Control of the Customer Conversation” by Mathew Dixon and Brent Adamson and midway through had an epiphany.  The challenge marketingconcepts from this book apply to a lot more then just sales.  The techniques it discusses to “take control of the customer conversation” in a sales pitch also need to be implemented in marketing messaging so it stands out in the crowded digital marketing space. Every company tries to be a thought leader in its field and differentiate itself, but can that really be accomplished if they don’t challenge their customers and prospects to think differently?  This book outlines several critical things to do for creating more effective sales messaging, and there are 3 key ideas marketers need to pull from this:

  • Challenge your audience to think differently 
  • Provide your audience with new insights
  • Tailor those insights to play into your solution’s strengths

Lets go into these in a little more detail:

Challenging your audience to think differently means that you need to get your customers and prospects to challenge the status quo with your messaging.  To put this another way your messaging needs to provide your audience with more then just the benefits of your solution – they need new insights into things they can do better in their world that your solution provides.  Within your marketing messaging explain to then ways they can find additional revenue, cut additional costs, streamline processes, save time, etc..  Essentially find a unique perspective that you can explain in your messaging that will resonate with your audience but also play to your strengths without being too product centric.  The goal of doing this in a sales pitch is to get a reaction like “huh, I never thought about it that way . . .” and your marketing messaging should strive for the exact same thing.  Get your audience to see something in a different light, provide value they didn’t know was there, and they will be a lot more interested to download that white paper or learn more about your how solution handles those issues.

Finally once you have helped your audience shift to a different paradigm your messaging should be positioned so that you are the only solution that really fits the mold you helped create.  The book talks about Sales trying to get ahead of the RFP (request for proposal) process and Marketing’s goal should be similar.  You want the insights and unique perspective you provide in your marketing materials to become what your audience looks for in all competitive solutions so they are invariably drawn towards yours since you best fit the needs they are now looking for.



Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.