Crafting Messages that Sell: How to Build Your Value Proposition & Create a Competitive Advantage
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! 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 a project to develop their Killer Value Proposition and a clear message that would resonate with customers old and new.