It’s Saturday morning, and I’m sipping tea while chatting with my mother-in-law (MLW) over breakfast. Suddenly, she hits me with a question:

MLW: Pam, do you know why Hamlet starts with a soldier on night watch, while Romeo and Juliet opens with the servants of two feuding families brawling?

Me: Those are completely different openings to start a play.

MLW: Most of Shakespeare’s audience back in Elizabethan England was working-class folks, not the high class. Street brawls? A very common sight for them. Shakespeare knew opening with a fight scene would grab their attention. AND let them instantly choose sides between the feuding families.

Me: OMG, that’s GENIUS! It’s like B2B marketing—you need to know what makes your audience tick.

MLW: (Rolls her eyes) Oh, do you have to turn everything into a business lesson?

Me: Absolutely! And I just found the perfect opening for my November Newsletter! (Grinning like I just won the lottery)

Shakespeare was a master marketer! He knew his audience inside out and crafted his scenes to captivate them—and you can do the same.

Here’s how:1. Deeply understand your product’s positioning, features, and benefits. (Use your product like you own it)

2. Get to the core of your audience’s pain points— I mean really dig deep.

3. Clearly explain how your product solves your customers’ challenges.

4. Craft your story in a way that grabs attention right from the start.

5. Choose the right format to deliver your content—remember, a blog post and a video script might cover the same info, but they’re NOT the same.

It may sound easy, but we both know it’s hard to do. It takes time to THINK through your story and how you want to tell it.

That’s where a strong messaging framework can help to guide your thinking:

Take a look at these resources:

Blog post: How to Create A Solid Messaging Framework: A Guide for B2B Marketers (+ Templates)

Video: What is a Messaging Framework? (And how to create one!)This is actually a 4-part video series. And you’ll find them all in the description of this video.

Need a sounding board to get your content right? Feel free to schedule a complimentary call with me today!

“If you can look into the seeds of time, And say which grain will grow and which will not.” (from Macbeth)

Perhaps together, we can create customer-centric content that tips the conversion odds in your favor. Taking time to think will bring you JOY—and results!

Cheers,

Pam