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Value Proposition

How to turn your company’s big weakness into its best selling point

By John Reed 2 Comments

Man lifting barbell

Nobody’s perfect. Just ask your competitors. They’ll be happy to point out the weak spot in even your best product or service. The question is what do you say about those weaknesses? Do you ignore them? Deny them? Defend them? Try and put a little spin on the story? There’s a better approach. And it’s based on one of the most successful ad campaigns of all time. When weakness became a badge of honor. It … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: Marketing Message, Sales Message, Sales Messaging, Value Proposition

Sell more by offering less (six reasons to specialize)

By Ben Reed 2 Comments

Girl selling lemonade

37signals made a very gutsy move earlier this year. After 15 years in business, and with a growing portfolio of products, they decided to become a one-product company – selling only Basecamp (their popular project management tool). They even changed their name from 37signals to Basecamp. Why would they do that? What about all the untapped potential and future revenue from all their other products? What Basecamp tapped into is a very powerful, yet counterintuitive, … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: Sales Message, Sales Messaging, Selling, Specialization, Value Proposition

Why 86% of value propositions don’t work

By Ben Reed 2 Comments

86 percent of value propositions

A recent CSO Insights study revealed that only 14% of the value propositions salespeople present are relevant enough to get the customer to take action. In other words, most of the time (86% percent of the time, in fact), their sales messaging is going in one ear and out the other. It’s irrelevant. Think about the last 10 sales presentations you sat through. How much did you remember from each one? How many of them … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: Brand Positioning, Sales Conversation, Sales Messaging, Value Proposition

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