Here’s a quick 5-point check to see if your messaging is ready for a refresh to appeal to the new generation of buyers:
1. Is it authentic and relatable?
Messaging that is stodgy, wordy, boring, or lacking creativity will not resonate with today’s millennial B2B buyers. Your buyers are people, write in a way that they can relate to.
2. Are you speaking like a human?
Yes, you may be selling tech products, but that doesn’t mean that your messaging should be full of buzzwords and technobabble. Get to the heart of your value in understandable terms.
3. Is your value proposition clear and concise?
Long, drawn-out messaging will take you nowhere – especially with this audience. Clarify your value simply and in soundbite style with fewer words.
4. Can you entertain and excite?
Look for opportunities to create interesting alignments, wit, or humor with your messaging that will surprise and delight. Brands that are smart and communicate in interesting ways are attractive.
5. Are you writing to communicate socially?
This generation builds relationships with brands online, including social media. Consider how your messaging can be used to spark dialogue and interaction.