Applying the principle of personal identification to marketing
The most successful sales techniques use the principle of personal identification as a primary persuasion tactic. The theory is that making a small change to the way information is presented can make the information more (or less) persuasive.
When it comes to B2B marketing, small changes (which we recommend you implement and test on an ongoing basis) will help prospects identify better with the argument being made and will increase the likelihood of them ‘buying’.
Traditionally B2B marketing – any type of marketing in fact – was a simple process. It was: Hello customer, we have a new product. It’s great and we think you should buy it. Anyone and their uncle could run those types of campaign. But times have changed, those campaigns no longer cut the mustard, especially when the internet means there is so much data available to be harvested and used to personalise strategies. Remember, only three per cent of any target market is looking to buy right now, but if the marketing is appealing enough, that three per cent might become five or event ten.
To use personal identification you need to understand your audience. Luckily the internet has made data collection easy; whether it’s via a social network like Facebook or a social advertising campaign you can discover a huge amount of information about any target market. This will help you make your messaging extremely relevant – think about how many times you’ve been shocked at the relevance of the adverts appearing on your Facebook newsfeed. Once you know your audience you can appeal to them on a much more personal level, and this will increase your chances of success.
Consider the below as a B2B marketer and decide which of the following a high street retailer would be most inclined to respond to:
QwikrTime, a new time management #software designed for tracking time and reporting launches today. Make sure you buy it!
QwikrTime - time management software designed specifically for small retailers launches today. Helping you win the battle of the high street
QwikrTime: A new time management software designed to track billable time and produce easy reports, it will save companies hours.
QwikrTime: The only time management software developed with you, the small retailer owner in mind. Cutting administrative time by up to 90%, it gives you time to focus on managing your company and beating the competition.
QwikrTime, a new time management software solution launches today. The cloud based solution is expected to cut the time spent on time management by up to 90% and is extremely easy to use. Designed for use by retailers, it will help owners improve business performance.
Pat McManus, CEO of QwikrTime comments: “This is yet another exciting launch for us. We believe this product has the power to serve thousands of businesses across the world, and will be well received by everyone using it.”
QwikrTime, the first time management software designed solely with high street retailers in mind launches today. The flexible new cloud software is designed to cut the time retailers spend on time management by 90%, meaning they can concentrate on managing their company they way they want.
Pat McManus, retail co-ordinator for QwikrTime comments: “In developing QwikrTime we spent months speaking to retailers for their feedback and they all told us they believe this software has the power to change their business. It will make staff more productive, the company more profitable and will give them a better chance of withstanding the threat posed by the retail giants. They won’t even need to waste precious hours in training staff on the solution; they can introduce it in the morning and have it fully operational by lunch.”
When reading the above, small retailers would have been drawn to the second option each time. The second versions connect with their personal identity, emphasising the fact that the product is for them and no-one else, and communicating that here, in QwikrTime is a company that understands the issues they face and which cares about helping them overcome these.
It’s a concept that can be applied to any B2B marketing campaign, you just need to know the personality/requirements of the customer. From there you can build a targeted strategy with messaging that helps the audience identify with the brand in question and increases the campaign’s chance of success.
On a final point, to make the argument even more persuasive marketers can also use the science of social proof – and this is a concept we will return to later in the series.