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| Download the full report here: http://bit.ly/aJaDax |
A weak message puts you on a treadmill going nowhere until some other factor exerts pressure or kills your chances entirely as the prospect gravitates toward the stronger message.
A strong message can be part of your company name, logo or tagline.
A strong message goes a long way to developing widespread acceptance of your brand. Think IBM®, where they still tell executives deep in the sales cycle and decision-making process that “No one ever got fired for hiring IBM.”
While it may not the kind of message you see on airport billboards, the Wall Street Journal or on television anymore, it is, however, the exactly right kind of powerful message you want to convey to an executive in a competitive situation.
Coca-Cola® gives us additional examples of using two broader appealing messages that positioned the company well: “Have a Coke® and a smile” and “It’s the real thing®.”
Note how the company name does not even have to be part of the message. Also, pay attention to how both messages evoke an emotional response and desire. Who doesn’t want to smile? Who wouldn’t rather have a genuine product instead of an imitation knock-off?
The same principles hold true for your content and stories.
Content is the material you produce and provide periodically (and hopefully with consistency) to your prospects and customers that deal with news they find interesting and important. It positions you as an expert, someone who knows his customer, and someone who cares.
Stories are just that. Stories. Think in terms of “once upon a time.” A story tells of a situation where someone is in distress because of specific problem. He or she suffers through several trials and tribulations until a hero appears with a solution and saves the day.
Done correctly, customer stories, case studies, and testimonials work with customers just like the stories your mom read to you as a child. What was your favorite bedtime story?
What is your favorite customer story? Is it a story your prospect will remember after reading your email or letter? Will he remember it when you leave the room or hang up the phone?
You can see the diagram explaining the power of this relationship in a report available at http://bit.ly/aJaDax.
Be the hero,
Mark
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Mark H Daniels is a B2B and B2C sales strategist, coach and copywriter helping people and businesses present themselves in print, in person, and on the web in a way that has prospects and customers making decisions in their favor and saying “thanks.”
Download the full report “28 days and 28 ways to more consistent revenue- the new ABC’s of selling in the 21st century” here: http://bit.ly/aJaDax
Learn more about why companies seek Mark’s services and what My Sales Hero does at http://www.mysaleshero.net/. Contact Mark by email at mark@mysaleshero.net or call 732-417-0680.
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