What your buyer needs to hear

The same offer can matter for different reasons to different buyers. In one industrial campaign, buyers in distinct production environments raised different concerns, so a single generic explanation missed what each group needed to hear.

The lesson is to explain the offer through the buyer's problem and answer the concern that could stop them from considering it.

Different buyers, different stakes

One group cared about avoiding damaged materials. Another cared about production quality. Both needed a credible explanation of how the solution related to their work, but the message could not be identical.

How to find the words for your next sequence

1. Talk to the people taking the calls

Ask what buyers worry about and what part of the offer needs the most explanation.

2. Read the conversations and buyer complaints

Pay attention to how buyers describe the problem before your team introduces its own language.

3. Answer recurring objections

Explain how the product addresses a real concern, and be clear about what remains uncertain.

4. Check the message with your team

Read it aloud and ask the people who spoke with buyers whether it sounds true to those conversations.

The full voice-of-customer method and working copy exercises belong in Skool.

The full operating playbook belongs in the Legion Skool community. Join the community on Skool.

- Mitch