The typical marketing message–website, brochure, ad, pitch, elevator speech–tells us all about the organization and how great it is. Or it lists the features, functions, and benefits of the organizations products or services. Then it asks us to buy.
A great marketing message proves that the organization understands a challenge (or opportunity) we face, honors us, and offers a solution. Then, at the very end, the great marketing message explains why the organization is so qualified to deliver such solutions and invites us explore whether this solution makes sense for us.
Both types of marketing message lead to sales. A great marketing message, being win-win, leads to sustained sales because we appreciate the care and the relationship.
In your corner,