Quick Tip: What Does the Customer Want?

By Chelsea Junget

B2B Customers want something they can takeaway from a purchase, website, e-mail blast, etc; something of value to them. A takeaway is the lasting impression left on your audience after engaging with your brand, reading an email message or interacting with a customer service representative. A takeaway affects what steps they take next should be tied to your call-to-action.
According to Ardath Albee of the Marketing Interactions Blog, a good takeaway is:

Conceptual - generates an idea your content helped spark
Conversational - inspires sharing of that idea in the their own words
Recommendable - promotes people to pass the content along to others
Transferable - applicable to their own specific situations
Visual - something they can “see” happening—not pie-in-the-sky thinking

Remember, a good takeaway should focus on your customer, not on your business. Make sure you consider your audience’s needs, desires and perspectives in your messaging. What lasting impression do you want to leave on your targets?

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