Messaging Vs. Convincing Advantages

by Bryan Gray

There are too many instances of “messaging” hitting your prospects. Consider using the convincing advantages approach to stand out from the crowd.

As you’re out competing to keep existing customers and gain new ones, the importance of messaging becomes evident very quickly. It’s purpose is to drive a clear and differentiating buying advantage for you and your team. To that end, I’m asking you to reconsider the whole concept and - specifically - rethink “messaging”. The move you need to make is to transform messaging into your “convincing advantages”.

With tens of thousands of competing messages hitting your prospects on a daily basis, it’s important that your communication is clear, convincing and focused solely on how you solve your prospect’s pain. (Because that’s ALL they’re interested in.) You’re not just trying to “out-message” your direct competitors, you’re also wanting to drive your prospects’ prioritization of you up - by shutting down the distracting noise from other, unrelated solutions.

It’s your choice. A messaging output that is forgettable - OR a convincing advantages strategy that stands out and positions you to win.

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