Seeking recommendations for generating curiosity in a non-sexy industry

AmeliaJael·Feb 04, 2020

Posted in:Sales

Hello, I am looking for recommendations for generating curiosity in a non-sexy industry, specifically healthcare tech.Edit: I would like to hear from other professionals about how they leave their prospects wanting to learn more about what they do/have to offer. In short, how do you generate curiosity about your non-sexy service?

Mishatb·Feb 04, 2020

Hi @AmeliaJael, Could you provide a bit more context?

AmeliaJael·Feb 05, 2020

@Mishatb Hello! Please see my orginal response, I just edited it with details.

Farren·Feb 05, 2020

@Mishatb What kind of topic and content are we talking about here? I can provide a specific answer to help you out with those two pieces of info.

AmeliaJael·Feb 05, 2020

@Farren Unsure if this was for me or not, if so, let's say the topic is HIPAA compliance.

Farren·Feb 05, 2020

@AmeliaJael it is, I tagged the wrong person, sorry! Let's say you're writing a blog post on HIPAA compliance targeted at doctors and nurses.The title needs to generate burning curiosity by showing what's in it for them if they keep reading. For example: How Mastering HIPAA will Save your Bacon this Year.The content needs to relate why fluency in HIPAA compliance is critical right now to safeguard your audiences' careers. The strategy here is taking the subject from descriptive to highly relevant in your readers' lives.

AmeliaJael·Feb 05, 2020

@Farren Gotcha, I see that it's important to know what angle that would entice them to want to know more, thank you!

Mishatb·Feb 05, 2020

Thanks @AmeliaJael! There are several different ways I've seen this done well depending on different variables including which stage in the funnel your prospect is in, b2b vs. b2c, marketing vs. sales etc... Some of the ways are: hinting at something new and innovative, relaying their competitors are benefitting, relaying they will be a leader, connecting to the bigger picture of their company goals, career goals or activating fear. From my experience, HIPPA compliance is not sexy, but serious -- I've sold in regulated industries and a decent amount of the conversation was around FUD and saving the champion/executive buyer time, lawsuits and money. Who is your ICP?

AmeliaJael·Feb 05, 2020

@Mishatb My ICP varies, yet this was VERY helpful, thank you! I am seeing it's important to know how my prospects can win their day and hint at how I can get them to that goal quicker, faster easier and with fewer headaches.

Mishatb·Feb 05, 2020

Great! Glad it was helpful.