You don’t talk to your grandmother the same way you talk to your college friends. Not only are the messages different, the way in which you position them is different. The words you use are different.
That example might be slightly exaggerated but the method translates. The CEO of a Software company and the Director of IT at an Insurance organization prioritize information in different ways. Their jobs are different. Their goals and pains are different. And your messaging has to address these differences and provide value according to their priorities.
Or, more simply: give them the information they need in the way they want to hear it.
You’ve heard the golden rule: treat others the way you want to be treated. I like the platinum rule: treat others the way they want to be treated.
When you’re writing a new campaign, take a moment to think about who you're writing to:
- What does their day-to-day look like?
- What goals are important to them?
- What could be challenging for them?
- Where do they feel pressure from?
- How busy are they?
- How do they prefer to take in information?
- Do they want the full scoop or the cliff notes?
- Do they like info in story form or a list of bullets?
- Is the detailed case study the most important? Or do they want the grand vision?
It’s likely you know your company better than anyone. Maybe you know how it was founded, or how certain features or services came to be. But unless you can contextualize that information in away that your prospect finds valuable, you’re wasting effort.
Sharing how far you moved the needle for a few Fortune 100 Finance clients might not hit the way you think with a Director of IT at a mid-market Insurance organization. And trying to sell them on a grand vision might not necessarily speak to the security compliance challenges they’re fighting right now. Today.
How this is applied in REGIE
Some folks prefer a more casual approach, while others appreciate formality. That’s why each persona in REGIE has Tone tags and an Approach associated with it. When you’re building either an Outbound or Follow Up Campaign and select a persona to target, only content with the relevant Tone tags will be displayed to help you capture the right voice.
Some people find a story helpful to retain information. Others like hard stats and bulleted lists. When you’ve selected all of your content and have the option to edit within REGIE, a recommended Approach displays. These tactics are there to help you steer in the right direction when framing your message.
Speak to your prospect’s challenges and goals, and frame the information in such a way so that they aren’t distracted by the way it’s positioned. If they want you to get to the point, get to it. If they really prioritize connecting on a personal level, take the time.
Tone is a hugely underrated tool in the prospecting tool belt, but REGIE makes it easier for you to send the right message, the right way.