If you are sending a marketing piece to the IT guys, an email to the Sales Team and calling the CEO, do you change your tone of voice and word choice? If you aren’t, your message might not be as clear as you would like. Even if you are trying to say the same thing to all 3 people, you may not be able to say it the same way.
For example, an IT guy is not going to have the same worry points as the CEO when it comes to website design software. The IT guy wants to know that it is easy to use, going to take a minimal amount of time to learn how to use it and is going to make him look good. The CEO wants software that is inexpensive but also creates an amazing website for the company. So, if you were marketing this product, you would have to craft 2 entirely unique messages. For example:
“ZYX website design software – simple, effective and powerful.” (to the IT guy)
“ZYX website design software – affordable, but no one would know from looking at your website!” (to the CEO)
Now obviously, neither of these are great, but you get the idea. The first one (to the IT guy) targets his worries (easy and powerful). Whereas the second (to the CEO) targets his worry of cost efficient but well done. If you create the right message to the right target, your success ratio will be much higher.
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