Written by: Vickie Sullivan | December 06, 2022
How to Get Buyers to Think of You First
Demand generation requires more than name recognition. You must be the go-to resource when buyers realize they need help.
A lot of people think “top of mind” branding can be achieved by producing a constant stream of content, by being “everywhere all the time.” Nope. The reality is buyers must think of you in the heat of the moment.
If you’re like most service providers, your content marketing and branding efforts demonstrate your approach. So, when someone mentions your name, others rave about you. Example:
“I just listened to a great podcast with Vickie Sullivan talking about why thought leaders should use infographics as part of their content marketing.”
“Oh, yeah! I’ve heard of her. I love her podcasts!”
In hyper-competitive markets, however, that’s no longer enough. You need a different tactic if you want to be seen as the immediate front runner. You want people to think of you when a need arises. And they must feel strongly about you to recommend you without hesitation. Example:
“The content on our website is not driving traffic and leads like it used to. We need a reinvent our content marketing strategy.”
“I know someone who can help! Her name is Vickie Sullivan, and she’s helped leaders of B2B companies develop their marketing strategy and has excellent ideas about thought leadership content.”
How to Get Buyers to Think of You
One way to help buyers think of you first: if/then scenarios.
If/then scenarios are bridges between your work and the buyer’s need. The scenarios in which you provide help become “triggers,” prompting potential buyers to think of you first when they identify the problem. Example: “Folks contact me when their top performers hit a rough patch.”
Analogies can work well, too. Example: “Folks work with me when they realize the train is leaving the station and they have to get known fast in that new market.”
This is more than creating new verbiage. You must be clear about why and when people work with you. Don’t lead with outcomes. When you link your work to situations, you become the first choice when that circumstance arises. Once the buyer sees you as the top choice, then you can talk about your outcomes.
Listen: How to Communicate Your If/then Scenarios
Being “top of mind” is a popular goal right now. If you want to be seen as the go-to resource, adjust how you brand your work. When buyers ask, “Who do we know that …” you need to be the answer. That’s how front runners are identified.
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