Nandini Jammi

I usually have one or several resources of the following resources open when I'm developing a new messaging strategy. 1. Doug Kessler's "Irresistable Content for Immovable Prospects " [Slideshare] 2. Andy Raskin's "Promised Land " pitch [Medium] 3. Donald Miller's "Storybrand " template [Blog] - I recommend you buy his book for it to fully make sense I also developed my own product messaging framework which I use to audit/teardown existing a company's existing messaging.  I would recommend using ...Read More

Good question. I've been collecting a few examples for my inspiration board that I'm happy to share:  1. Curalate (https://www.curalate.com/) - This is clearly a powerful product with a lot of functionality, but I love how they've pared it down to what's most exciting for the head of marketing at an e-commerce store.  2. Keap (https://www.keap.com/keap ) - I first became aware of Keap through a very compelling YouTube ad. The video captured the anxiety and doubt entrepreneurs feel as they take t ...Read More

I agree with Anthony. If you're looking to enter a space that has already been defined, what you need to do is create a niche and/or double down on the unique approach you bring to the space.A lot of this will be reflected in the product you create, but your marketing needs to work really hard to help prospects clearly position your product in their minds relative to the product leader that has already defined the game.  I can think of a few examples here:  -MailChimp is the market leader in ema ...Read More

I think Dave's answer covers a lot here, so consider me co-signed. I do want to add a few things though:  1. The problem is almost always the messaging. If you have developed a clear narrative and messaging for the customer segment, it would take an extraordinarily untalented sales rep to mess it up.  2. The best way to evaluate your messaging is by sitting in on a live demo or sales call. Where is the customer falling off track? Do they have trouble understanding the value prop? Are they stuck ...Read More