Target the Experiences

Too many times, messaging for target audiences is determined by their titles ('consumer,' president, manager, 'patient,' etc.) and/or their functionalities (end user, engineering, operations, etc.). That's not how audiences make purchase decisions.

Overwhelmingly, they make decisions based on their...and others'...experiences with products or services from a range of companies. Sometimes those experiences are good; sometimes not.

In fact, there's a continuum of experiences (left) that companies ought to consider when talking to prospects and customers. The continuum addresses experiences with both your products and services and your competitors'.  

To the degree that marketing communications targets those different experiences, audiences are much more likely to act on the communications and move across the continuum to a sale ($).

When You Want to Win.