What if your reps have 1,400 sales assets to choose from – but no core message? According to Forrester, this really is how many sales assets the average company has. (Not to mention who-knows-how-many different marketing assets.) Even if you’re a mid-market B2B company, you probably have more sales decks, one-pagers, playbooks, and online content than your teams know what to do with. So, it’s hard to imagine anything could possibly be missing in your … [Continue reading]
Messaging and Positioning
Friday Finds: Quick takes on hardworking messages found in the wild
Friday Find #38: Like it never even happened We saw this message parked outside someone’s home and knew everything would be alright … This truck could’ve just said “superior restoration services”. But no one suffering the after-effects of fire or water damage wants to hear about your superior services. They just want their life back. The takeaway? Focus on what customers want to hear about first. Is it your solution (even if it is AI-enabled, impressively comprehensive, customer-focused, … [Continue reading]
Steal this page from the disruptor’s playbook
We live in a world of disruptors. And they’re in every industry – from mattresses to razors to car dealers. But look at what makes them so outrageously successful. It’s more than their disruptive business models and technologies; it’s the disruptive way they talk about what they do. Companies like Casper, Harry’s, and Carvana excel at this. And here’s how they do it. How Visible disrupted me I recently had a stop-and-rethink experience when I … [Continue reading]
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