Marketing The goal of marketing is to control perception and to change behavior. This is a simple and accurate definition of marketing. All marketing activities and every aspect of marketing falls under the goals of controlling perception, changing behavior, or both. Try to think of a marketing activity that doesn’t fit this goal. And ask yourself: can you truly change someone’s behavior without changing their perception?
Companies with great sales organizations all have clear sales playbooks. Sales playbooks describe in detail such things as sales pitches, competitive landscapes and how to address differentiation questions, target customer profiles, typical product offerings and descriptions, and customer success stories. Strategic messaging impacts every single weapon in your sales team’s arsenal.
…ultiple stakeholders involved in the decision-making process complicates and prolongs sales cycles. Each target customer involved has different pains and values they are trying to get from your product. Therefore, where there are multiple stakeholders, strategic messaging is even more critical, since different messages need to address the different personas in the buying process.
Selling a product to multiple stakeholders involved in the decision-making process complicates and prolongs sales cycles. Each target customer involved has different pains and values they are trying to get from your prod…
In order to find sufficient demand in the market, a company not only needs to solve a real pain for target customers but it also needs to find an effective approach to communicate its product’s value. Product/market fit does not exist without message/customer fit. The right message needs to repeatedly reach the right customer in the right market to validate the startup’s existence.
how a product solves a customer’s pain, but also how its value is co…et fit, which is essentially finding sufficient demand for your product in a big or growing market. What we often forget is getting to product/market fit means getting to message/customer fit as well. Convincing early customers to buy is essentially testing not only how a product solves a customer’s pain, but also how its value is communicated.
…ucker pointed out — “there is only one valid definition of business purpose: to create a customer”. The process of creating a customer is a process of communicating your vision and values to the right set of customers in the market. Strategic messaging facilitates this communication. Customers never buy just a product, they evaluate its value/utility and buy your vision.