YOU’RE GIVING ‘STYLE OVER SUBSTANCE’ VIBES

Your branding is beautiful and your content is curated, but scratch beneath the surface and something feels off. You claim to be ‘thought leaders’ but your LinkedIn page is lacking. You reel off clients you’ve worked with but can’t share any case studies. You know the headlines but struggle to answer follow-up questions.

It sounds like you’re hiding behind headline-grabbing content and quick clicks. These might be good for attracting a big audience, but to move prospects from awareness to interest will require revealing what’s beneath the bonnet.

Your branding matters, but it’s what lies beneath that matters most. Your values, your people, your USP. Don’t blend into a sea of sameness, stand out for what makes you different.

Instead of peacocking, your marketing needs to showcase quality over quantity. Work on creating one powerful case study, one honest testimonial, and one inspiring blog post. When your gated content promises value in exchange for data, make sure you deliver.

 

YOU TALK TOO MUCH

Your ‘about us’ section is the second slide in your pitch deck, which suggests you’re more concerned with promoting your business than understanding your prospect’s challenge. You’ve shared details of all five services you offer, because you don’t know which one is most relevant for their needs. Your food has gone cold because you haven’t stopped for breath or bite in 20 minutes.

It sounds like you’ve really prepped for this meeting and want to show how enthusiastic you are about working together, but forgot that this is a date, not a demo.

Remember that every date is a two-way exchange, but a first date is an opportunity to ask questions, learn about your prospect, and think about how you can add value. Listen more than you speak and your date will feel seen, heard, and respected.

When you do speak, think about how you can support your prospect in their buying journey for the next 211 days. How can you help them reduce organisational risk or influence other decision-makers? What proof can you offer of your reliability and credibility? If you want to become a trusted partner, show that you can be trusted!

 

YOU’RE FAR TOO KEEN

You ask for a brief the very next day and even start to draft a proposal in response. You check the resource capacity in the business and confidently declare the date a success.

You’re incredibly charming, but you need to play it cool. B2B buyers don’t just want chemistry, they want courtship. Your follow-up needs to be considered and consistent. As you help them move through the marketing funnel, your communications should become more relevant, more tailored, and more personalised to their needs. Show that you’re in it for the long-haul and willing to wait.

Start by addressing any unanswered questions, bringing in the right expert in your business for support if needed. Send them relevant, high-value content to show the depth of your knowledge on their specific problems. Stay top-of-mind across channels – an email here, a LinkedIn comment there, an event invite to secure that next face-to-face exchange.

Finally, when they contact you, be available. Now is not the time for ghosting.

 

When buyers spend 211 days considering your professional service business, consistency is key. First date style marketing may attract attention, but it doesn’t survive the scrutiny of a diligent B2B buyer. Need some help courting your next client? Get in touch with House of Comms for strategy, planning, and senior support.