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]
Sales Messaging
If your doctor used your B2B sales deck
When was the last time your doctor walked into the exam room, opened up a PowerPoint deck, and started the conversation with, “I went to Johns Hopkins for medical school, did my rotations at Stanford, and have been treating rare diseases for 20 years. My patients include everyone from busy professionals to young families to geriatrics. And here are some of their pictures …” It’s never about the doctor. I’ve had knee surgery (three times … [Continue reading]
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]
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