Too much of the sales and marketing messaging in the B2B world is just plain robotic. It’s stiff, predictable, and packed with “corporate speak”. You feel like you’ve heard it all before … and you have. Which is why so much of it gets ignored. So, I decided to try an experiment: I would see if an actual robot could come up with something better (looking at you, ChatGPT). Getting emotional about B2B messaging I … [Continue reading]
Sales Message
Avoid the Guesswork Gap
One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]
Bring a villain to your next pitch
You’re working hard to equip your sales force with a more compelling sales message. You’ve checked all the messaging boxes – leading with insight, speaking to pain points, casting a vision, backing it up with metrics … and stories. But your sales message still isn’t completely connecting with prospects. What else can you do? Here’s one really simple messaging hack that we’ve found to be surprisingly effective … Name the villain. Do what? Literally come … [Continue reading]
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