How to hit the mark with your messaging and offers

Do all the companies within your target vertical care about solving the same things?

No.

Not to over-simplify this...but let's take plumbers as an example.

Segment 1: Single truck plumbers with 1-2 employees

Typical Problems: Ineffective lead gen and poor intake process

Segment 2: Multi-truck plumbing companies

Typical Problems: Inadequate leadership, lack of systems, employee turnover

Segment 3: Multi-location plumbing companies

Typical Problems: Lack of data and analytics, disconnected systems, cash flow challenges 

Here's the thing:

If you're pitching a Segment 3 plumber with coaching for their intake process (a Segment 1 problem), you'll be missing the mark.

Instead, map your positioning, messaging, and offer to the problems your buyers care about.

Question to ponder:

👉 Are we mapping our messaging and offer to the right target segments?

Have a great day!

CQ

Frequently Asked Questions

Why don't all businesses within the same vertical share the exact same problems?

Because size and structure within a vertical create meaningfully different challenges. A single-truck plumber and a multi-location plumbing company operate at completely different levels of complexity, with different pain points to match.

What kinds of problems does a small, single-truck plumber typically face?

Ineffective lead generation and a poor intake process, challenges tied to basic growth and operational fundamentals rather than more advanced organizational issues.

What problems tend to show up for multi-truck plumbing companies instead?

Inadequate leadership, lack of systems, and employee turnover, issues that emerge specifically once a business has grown past the single-owner-operator stage.

What problems become more common for multi-location plumbing companies?

Lack of data and analytics, disconnected systems, and cash flow challenges, complexities that scale up as a business expands across multiple locations.

What happens if messaging doesn't match a buyer's actual segment within the vertical?

The pitch misses the mark entirely, like offering a Segment 3 plumbing company intake coaching, a Segment 1 problem. Mapping positioning and messaging to the correct segment's actual problems is what makes outreach resonate.