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 #37: Sticky messaging in a jam jar We picked up this tasteful message at breakfast and wanted to spread the word … This jam jar could’ve just said, “High fruit content.” But a message like that is too easy to overlook. Instead, someone used a double meaning to create both a literal product description (it’s jam, packed with fruit) and a short, sweet differentiator (it’s jam-packed with fruit). The takeaway? Sometimes, a little clever wordplay … [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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