I recently heard a Tesla Motors exec give the back story on the company that’s shaking up the auto world. It was great to get a look under the hood of their strategy and future plans, but the thing that stood out to me most was what they had done with their core message. There’s an important lesson from this B2C brand that every B2B marketer should pay attention to. For Tesla, it’s not about … [Continue reading]
Five things that happen when marketers tell the truth
Too many companies assume they’re expected to say “yes” to every question … to be the best at everything … and to be constantly reminding you how superior they are. Yet, those very same companies wonder why more people aren’t buying their message. Maybe it’s because the goal of great marketing is not to become a better liar. It’s to tell the truth about your company and tell it well. And the truth is that … [Continue reading]
Why 86% of value propositions don’t work
A recent CSO Insights study revealed that only 14% of the value propositions salespeople present are relevant enough to get the customer to take action. In other words, most of the time (86% percent of the time, in fact), their sales messaging is going in one ear and out the other. It’s irrelevant. Think about the last 10 sales presentations you sat through. How much did you remember from each one? How many of them … [Continue reading]