So how do you customize your content so that appeals to all of your target verticals? The process surrounds the method in which you deliver your value proposition. For some verticals, Kitchen Logic works exceptionally well… “You have problem X and my service provides solution Y and we work with 100 businesses like yours across the country and would like to show you how we can do Z for you.” Other vertical markets require Brand Association: “We deliver X to multi-billion clients like…. 1,2,3,4,5 and it enables them to do X. We believe our solution will help you achieve the same or better results.”
Let’s take a look at a company selling leadership consulting services. They want to target Primary and Secondary Educators and Construction vertical markets. The Leadership Consulting services train leaders on the following:
We train leaders on Influential Leadership, a system of leading in organizations without hierarchical authority. Leaders work in three competencies: Performance, Engagement and Influence and 12 habits: Encouraging, Competent, Accountable, Results Oriented, Connected, Solution Oriented, Effusive Learning, Builder of People, Character, Courage, Empowerment and visionary. There are a ton of features but the benefits largely align to the outcomes that better communications and focus on performance accrue for an organization. Here’s how the content might be presented: