How to Craft B2B Messages That Truly Resonate with Your Audience

Crafting a B2B message that resonates with your target audience can be a daunting task, especially when you consider the varying interests and priorities of different people within the same company. If you want to create a message that truly resonates, it's essential to use personas.

The Power of Personas

Personas help you to create messages that are tailored to the individual, taking into account their unique interests, priorities, and pain points. By doing this, you can craft messages that speak directly to the needs of your audience, making it more likely that they'll take action.

One mistake that many businesses make when crafting their B2B message is assuming that a universal message will be effective. However, this is not the case. Different people care about different things, even if they work at the same company. For example, a financial buyer will be more interested in ROI metrics, while a technical influencer will care more about the logistics of making a solution work.

Understanding Your Personas

To create a message that resonates with each persona, it's essential to translate your core message to the individual. This means taking into account what each persona cares about:

Crafting Your Multi-Persona Messaging

Once you've identified your personas and their unique interests, it's time to re-tool your strategic messages for each persona. This means creating messaging that speaks directly to the needs of each persona, using language that resonates with them.

For example, if you're promoting a solution that helps companies use personalized videos in their sales process and your target ICP is companies with enterprise sales teams, you might approach multi-persona messaging in the following way:

By using this approach, you can create a message that speaks directly to the needs of each persona, increasing the likelihood that they'll take action.

Crafting Messaging That Resonates

When crafting your B2B message, it's important to avoid using salesy language. Instead, focus on creating messaging that is educational, insightful, and actionable. Use metaphors, examples, and mental models to better explain your points and illustrate important concepts with irony.

Here are some actionable tips for crafting a B2B message that resonates:

1. Identify your personas: Before you can create messaging that resonates, you need to identify your personas and their unique interests.
2. Translate your core message: Once you've identified your personas, translate your core message to the individual, taking into account what each persona cares about.
3. Re-tool your strategic messages: Use the language and messaging that resonates with each persona to create messaging that speaks directly to their needs.
4. Avoid salesy language: Focus on creating messaging that is educational, insightful, and actionable. Use metaphors, examples, and mental models to better explain your points.