The Ignite CSP team has been on the hunt for some specific software recently, and that led us to a recorded webinar that promised to fill us in on the benefits of one potential solution.
The format of the webinar was the host interviewing the person whose product it was. We tuned in, hoping this interview would give us exactly the answers we are looking for.
Instead, the host wasted time setting up the conversation, talking about how long he and the other guy had known each other and where they met, and providing the credentials of the guest–for nearly nine minutes. This is a prime example of forgetting what something is for—the only reason to create this webinar is to passively and proactively answer the questions of buyers.
Do buyers care how long you’ve known each other?
Do buyers need to know where you met?
Do buyers want a nine minute wind-up to the (one hour) pitch?
No, no, and no.
If I met you in person and were chatting, I’d love to know how you met your old buddy. But in the middle of my workday, when moments are precious, you are forgetting the number one rule: how can I serve my audience?