A Better Approach to Customer-Centric Messaging and Engagement
What is the main idea behind your book, ‘Your Messaging Sucks: A groundbreaking approach to customer-centric messaging strategy’? How did...
The gap between what you think you offer and what your audience believes you offer is a messaging problem. It is hard to recognize because it initially appears to be an implementation or execution issue. When prospects aren’t buying, it is blamed on marketing not providing the right leads. We point to the product development (and marketing) team if customers flock to a competitor. If leads abandon the sales process, we fiddle with the user experience. And when all else fails, we point to the individuals, departments, or agencies involved. Indeed, the stressed marketer, lazy salesperson, product developer, founder’s lack of vision, agencies, and those stupid customers didn’t get you. We never realize the core problem – how we create messaging is broken.
This book offers step-by-step guidance, advice, and workshops for marketers, founders, and agency leaders on what to do when:
● The customer perspective isn’t embedded into every strategic decision
● Marketing is reactionary – lacks the power to lead with the customer experience
● Brand strategy and digital experience aren’t a competitive differentiation
● The sales process is slow, painful, and confusing for everyone
● Business functions aren’t working collaboratively on a product, and service customers want
● Marketing programs are stalled or aren’t reaching the right people
● No one truly understands your value proposition
Like people, brands want to be heard. To be understood. Valued. Shown appreciation with purchases, loyalty, and reputation. After all the market research, product development, brand strategy, lead generation programs, and campaigns, how can it be possible that no one is listening? No one wants you. You are left dumbfounded and frustrated when prospects, consumers, or investors don’t hear you. When your marketing efforts don’t connect with the people you believe need you, you can feel like you failed. But you didn’t fail; you just followed a marketing process that failed you.
The book is available for purchase on amazon.
Kim Donlan is a Lecturer of Marketing at Questrom School of Business. Kim is also the CEO of RedSwan5, a Boston agency pioneering a new framework for creating unique messaging and brand strategies and connecting them to an innovative customer experience. She leads brands on the precise path to the #1 position. She spent her early marketing career developing messaging and positioning for 10 of Boston’s top tech and consumer IPOs. She was an early leader in interactive technology, working with clients like Braun, Reebok, DuPont, and Siemens. She was named the top Woman in Marketing Technology for developing her web application, Perfect Pitch.
What is the main idea behind your book, ‘Your Messaging Sucks: A groundbreaking approach to customer-centric messaging strategy’? How did...
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