Why streamlining the marketing message is important
The thirty seconds pitch goal
If people unfamiliar with your company or products:
- Website: do they understand what you sell in less than 20 seconds when visiting your website ?
- Encounter: can you do a sales pitch within 30 seconds when you encounter people for the first time ?
- Ad: will they know what your company is selling when seeing an ad ?
- Email: will they relate it to the correct product group when receiving an email ?
- Call: can you explain the main problems your products or solutions solve or main benefits within a minute?
The question is how clear is your marketing message?
How uncluttered is the marketing message ?
The complex and cluttered marketing message
Most products or solutions that companies sell in B2B have many aspects, features and business benefits due the complex products or solutions (Complex sales). All these separate points will start to clutter your main marketing message.
If you have to go into a lengthy and long explanation about what exactly your products or solutions solve, how they solve it and then summing up all the business benefits, chances are people have long forgotten the main selling points and differentiators by the end of the pitch. Moreover they will probably only remember one or two features and a business value proposition that might not be the main or the most important.
Too much information and explaining too much will blur the main message.
Streamlining the complex product sales pitch
It is important to work on creating a simple and clear marketing message that is short enough to pitch in less than 30 seconds. This can be achieved by writing down or experimenting / trying with many people. You will feel when you have not reached the optimum of streamlining your message.
In some cases several different marketing messages can be prepared if they address to a different segment of the market or different kind of customers.
So how clear and uncluttered is your marketing message ?
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