Custom Centric Marketing Means Shifting to “Resolution Messages”

November 16th, 2006 Sean Murphy

Mary Sullivan addressed “Customer Centric Marketing” last Monday, providing a number of examples of marketing messages based on the customer’s operating reality. Mary highlighted the need for marketing campaigns to recognize that the customer is in charge of the buying process today. The example messages cut through the noise (Mary provided an estimate that every day we receive some three thousand odd commercial messages) and were able to catch a prospect’s attention by speaking directly to their needs and clearly indicating how the offering would resolve them. This inverts the traditional

“Product Specs -> Features -> Benefits”

And replaces benefits with “resolution messages” to yield:

“Needs -> Resolutions -> Product Specs”

Mary has two articles available on the KickStart Alliance website that nicely summarize her presentation:

• The Customer Space: Why Your Messaging Needs to Be There
• The Power of Customer Centric Messaging

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