How can you personalize your media sales pitch for different prospects?

If the company you're researching is a public trading company, remember to listen to their Investor Earnings Calls. You're going to get some great insight into where they see their business going, what their spend priorities are and sometimes even their weak spots. You and your products may solve the identified pain points. Their SEC filing can be very telling as well. (yes, reading is listening)

Knowing your audience is key for several reasons - You have to sell where your audience is. - You have to write about their challenges. - You have to adapt to their tone. - You need to build relationships. Personalize and tailor your content depending on the platform.

Knowing your audience (or audiences) will allow you to segment them into different buckets to allow you to more clearly and concisely address their problems with your value proposition. This starts with knowing your audience by developing personas that you typically work with. Then you can use different methods to identify those personas and segment them to create a more relevant outreach/sales process.

In LinkedIn Sales Navigator I always suggest segmenting your lead lists by industry. As you study and learn about each industry you serve, you will be better equipped to begin your outreach well-educated in what they are or should be concerned about.

The more niche you can get the better. For example, it's one thing to say B2B Professional Services is your client persona. It's much better to say IT Services, Business Consulting, Marketing & Advertising, etc are all my client segments. They all fall into ProfServ, but you can usually drill down further. The more you can drill down on audiences then the more relevant your sales process/outreach can be to those specific groups.

In my opinion, the more detailed your segmentation, the easier it will be to impact them with precision. Think of it as tailoring a suit: the more measurements you have, the better it fits.

As far as I'm concerned, this is a tricky topic. I see two schools of thought. 🧠 𝟭. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗮𝗱𝗮𝗽𝘁𝗶𝗻𝗴. Show how your solution fits into the larger picture when presenting to a C-level executive. In contrast, creative directors should appeal to their artistic sensibilities by telling vivid stories about success. 𝟮. 𝗦𝘁𝗿𝗶𝘃𝗶𝗻𝗴 𝗳𝗼𝗿 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 Keeping up with industry-specific trends and terminology is essential. But you always want to keep your style & tone recognizable. The truth lies in the middle as the line between buckling and adjusting is a thin one. • Trust your expertise, be very aware that you cannot please everybody. • Feeling uncomfortable in your role? Don't sacrifice your personal touch.

Sure, adjusting your tone & style based on your "prospect" is important, but let's get real—understanding their challenges and goals is where the magic happens. Dig deeper, identify what keeps them up at night, and offer concrete solutions.

While a value prop is extremely important I would argue that it's more important to establish the PROBLEM you are SOLVING for your clients. Too many "Social Sellers" try to lead with value without knowing what problems the prospect is facing. This ends up being more of a "value vomit" than a true value add. The only way you can help someone is by first understanding the problem they face in their own words. Your value proposition becomes much more effective when your prospect perceives that you understand them better than anyone else.

Telling stories is the quickest and most effective way to get your points across. It's really that simple. Stories are engrained in our DNA. This is why great storytellers can move mountains.

This is a vital skill than many people don't use well. People pay more attention to the personable content of other people than the corporate content shared by brands, and storytelling is a big part of being personable. You might be talking about the same topic as the company page, but doing it in story-form, and in your voice, will command more attention. Tell stories that lead TOWARD your value.