Blog
Get off the Pandemic Marketing Bus with Your Messaging
How many “Covid-19 Pandemic” marketing messages do you have in your inbox? At this moment, I have 134 with “Covid-19” in the subject line, […]
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5 Ways to Refine Your Marketing and Sales Messaging
Refining marketing and sales messaging is a little like pushing a rock up the hill. When are you sure you are done and it’s […]
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Your Value Prop is so “Last Decade”
January is a funny month. You’re sizing up last year’s results, while at the same time building plans for the current year. But it’s […]
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Quantifying and Proving Your Value Prop
In my last blog post, I talked about the real need to fully understand and communicate what drives the buyer to buy – figuring […]
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Figuring out Your Buyers’ Value Drivers
I often get asked for the “right words” that will make a value proposition appeal to buyers. Many B2B companies wonder why their value […]
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Defining True Differentiators
Typically, there are multiple people on the buying team, each with their own concerns. Because of this, a strong value proposition must address a […]
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Retooling Your Offer: The Buyer’s Perspective
In a buyer-focused value proposition, your Offer Statement is the logical extension of the Buyer Objective Statement (our previous article). Based on research and experience over […]
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Creating Compelling Value Propositions
It’s time to start reverse engineering value propositions. The fastest way to earn a prospect’s trust, and potentially close the deal, is not by […]
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Watch Your Language with Your Buyers
Buying decisions, even in the most antiseptic of business transactions, are still handled by humans. Therefore, the negotiations around buying & selling anything have […]
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