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E-ssential
Message # 066:
Messaging as a key competitive advantage
(but only when sales and marketing are aligned).
In the last E-ssential Message, I told you about Maurice Saatchi's comment that, "the strongest brands are defined by their ownership of one thought."
Since then, a client of ours forwarded a report based on a survey of America's leading technology Chief Marketing officers conducted almost two years ago. It found that 'messaging is seen as a largely untapped opportunity to build brand equity, establish competitive differentiation and enhance sales effectiveness.'
Once again, it sounds reassuringly similar to what we've been saying for years.
If you'd like to read the entire report, you can download it here. (Free registration required.) If you don't want to read the entire report, consider one of the report's key findings -- that it's not enough to develop messaging simply as a marketing exercise. In fact, it was found that when sales and marketing are aligned on messaging, the company outperforms the market in terms of revenue, market share and profitability.
For independent professionals and small firms, aligning your sales and marketing is relatively easy because both functions are typically handled by the same person or group. (For you, we have the Essential Message workshop on July 18 -- but hurry, there are only 3 seats left.)
For larger firms, getting sales and marketing to align on messaging takes a little more leadership. (For you, we have the Clarity Package.)
Which brings me back to Maurice Saatchi and his 'one-thought' comment. In an increasingly crowded and competitive market, companies of all shapes and sizes are seeing that having singular, compelling messaging is more than just 'desirable'.
It's essential.
About Michel Neray and The Essential Message:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking Michel to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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