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Marketing Communications

How to gently tell a prospect their existing solution needs to go

By John Reed 8 Comments

Prospect

You look at your prospect’s current solution. It may not be very efficient or competitive, but it’s theirs. They invested in it. They understand it. And, some of the people you’ll be presenting to were probably responsible for creating it – or at least choosing it. Now what? You know it isn’t a great solution, but how do you tell them that? For starters, don’t make this about their solution. Yes, it’s an inadequate solution. … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: Marketing Communications, Marketing Message, Sales Conversation, Sales Messaging, Sales Presentation

For Google’s head of marketing, it’s still all about the message

By Josh Reed Leave a Comment

Google

What’s top of mind for the marketing head at one of the world’s top three brands? It’s not what you’d expect. In a company known for its emphasis on data, analytics, and new technology tools – Lorraine Twohill, SVP of Global Marketing at Google, says great marketing still comes back to the basics of creative messaging. Here are a few key takeaways from her recent interview with McKinsey Quarterly*. Creative fundamentals are vital – even … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: Marketing Communications, Marketing Message, Sales Message, Sales Messaging, Storytelling

Five things that happen when marketers tell the truth

By John Reed Leave a Comment

Hey marketer… stop the lies

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]

Filed Under: Marketing & Sales Messaging Tagged With: Brand Positioning, Marketing Communications, Sales Messaging

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