Your buyer doesn't care (but it's your job to change that)
Note: These are automated summaries imported from my Readwise Reader account.
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Summary
Summarized wtih ChatGPT
To capture a buyer’s attention, your marketing must be relevant, clear, and engaging. Buyers are overwhelmed with generic messages and will ignore anything that feels low-effort or uninteresting. Focus on understanding their needs and frustrations to make your positioning stand out.
Key Takeaways:
- Know your buyer’s mindset and address their specific pain points.
- Create eye-catching and relevant messaging that resonates with your audience.
- Prioritize clarity and urgency in your marketing to engage buyers effectively.
Highlights from Article
The average B2B buyer (without speaking down about the general population) is smarter than the average consumer. They’re sharp. They’re critical. They clock the format, skim the tone, and make a snap call on whether it’s worth their time. If it feels low-effort or generic, they’re out.This is the reality: your work has to earn its way. If you’re not meeting buyers on their terms with sharp positioning, relevant messaging, and an actual point, they won’t give you a second glance.
- The bar to cut through the noise is higher than ever.
unless you’ve found something that catches the prospect’s attention, your positioning, even if the core message is great, is going to be ignored.
- Positioning needs a hook
What hits hard enough that it disrupts the mental autopilot and makes them say: “Wait, that’s me.”
Can your narrative confidently explain why now?
Does it show you understand what already lives in the buyer’s head
“Is this actually for me, right now?”
- This needs the right time, right positioning, right urgency, and absolutely the right problem.
And not in 400 words or a 12-slide carousel either; in the first glance, the first line, the first moment. Because that’s where most marketing dies.
All material owns to the authors, of course. If I’m highlighting or writing notes on this, I mostly likely recommend reading the original article, of course.
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