In sales and marketing - only two things matter: •Getting people's attention, and •What you tell them when you have it The vast majority of investments and attention are paid to the 1st - whether it's lead gen, demand gen, direct mail, SEO, Google Adwords, cold calling, or other things. Once you get a prospect's attention, what do you tell them? Our workbook will help you not only 'get' this concept, but provides practical steps for you as you build your message.
Crafting Messages that Sell:
How to Build YOUR Killer Value Proposition and
Create the Competitive Advantage You Need!
Brought to you by Product180 and JigsawCrafting Messages that Sell: How to Build YOUR Killer Value Proposition and Create the Competitive Advantage You Need!
In sales and marketing - only two things matter:
1. Getting people's attention, and 2. What you tell them when you have it
The vast majority of investments and attention are paid to the 1st - whether it's lead gen, demand gen, direct mail, SEO, Google Adwords, cold calling, or other things.
But ask any successful salesperson or marketer: once you get the person on the phone, or once they pick up your marketing piece or visit your website - if you don't have something VERY compelling to tell them - you've lost them.
This Guide and Worksheet will help you not only 'get' this concept, but provides practical steps for you as you build your message.
Enjoy!
P.1Crafting Messages that Sell: How to Build YOUR Killer Value Proposition and Create the Competitive Advantage You Need!
Crafting Messages that Sell: Get ready for dramatic results.
It came out of nowhere.
In fact, it was a complete surprise, and contrary to my thinking when I began working with the client.
As most of life's little lessons are, they strike you square between the eyes when you're least expecting it.
And this one was a bullseye.
We were working with a client selling a commodity in a very competitive space, with lots of price wars. The pain of globalization was eroding margins and putting companies out of business.
Offshore sources, despite strained English and 14 time zones away, were taking away market share from this firm at a precipitous pace. In fact, the firm itself was considering outsourcing some of its own work to offshore companies.
So, it was with these many challenges that we began work on a project to develop their Killer Value Proposition and a clear message that would resonate with customers old and new. That would win them more customers that were NOT SIMPLY BUYING ON PRICE, which was originally expected to be an issue.
You can imagine our surprise when NOT ONE CUSTOMER mentioned ROI, savings or profits.
Listening to the Customer - Speaking Greek?
The top items came back from some carefully crafted customer surveys. The surveys were handled directly by my team, not a telemarketer or some generic email or mail survey.
NOTE: the best results here is going to be handled by a combination of top internal & external people interact-ing directly with your customers, not a 3-question survey tacked on to the end of your customer service calls.
The results that came back:
Trust. Reliable. Peaceful. Organized. Accessible. Single point of contact, a phone call away. Respected leader.
None of these are traditional marketing 'magnets' for attracting new customers. But all of them were at the top of this company's list. And allowed them to charge 2 to 3x as much as some of their off-shore competitors for the exact same work. Literally.
P.2Crafting Messages that Sell: How to Build YOUR Killer Value Proposition and Create the Competitive Advantage You Need!
Is The Softer Side of Marketing & Value Effective? Really?
Yes, very.
We tested it out right after we did the research, refined the KVP, and created some interim marketing materials.
8 days into the project, we tested the new messaging on a new prospect. And the client closed a near-6-figure deal with that company.
In 2 weeks!
Over the phone.
This may have been normal behavior during the Dot.com Boom, but not today.
Well, it can be again. You just need to be sure you have the right message and magic words.
Which ones are the right ones?
The ones your customers will tell you.
The Secrets
Logic makes people think. Emotion makes people act.
All things being equal, people lean towards decision making at a gut level.
Especially in this age of uncertainty and at times, fear, emotion plays a much bigger role in sales decisions than most people think.
So one of the surprises you're probably going to have is that beyond the OBVIOUS components of your value proposition and message, you are going to hear some very SUBTLE and INTANGIBLE messages f... [download for more]
