credit default swaps

One message is better than ten

In recent Sales-oriented work, we’re reminded of how important and difficult it is to create a compelling message; especially if delivering in person.  In our experience, that delivery is more effective and enthusiastic with one compelling message instead of ten so-so messages.

Everyone wants to create compelling messages, no doubt.  Creating the “best” message and starting with a pen and blank paper (or finger and iPad) can feel futile.  And we find that because this is so difficult, a common next step is to create as many maybe messages as possible.  Think of a maybe message as something that may interest some, may be believed internally by some, and may create some skepticism.  A generic maybe message could be: We are the global leader of providing thought leadership on credit default swaps.

  • Maybe someone finds that interesting.
  • Maybe half the people internally believe that.
  • Maybe numerous colleagues, clients, & prospects raise an eyebrow.

Often a message like the above is crammed in with other similar ones.

I’d suggest that Sales & Marketing are better off creating one great message and support points.   That may make delivery much more effective.  Imagine an introductory sales meeting with an unqualified lead that started with: “I’m only here to tell you one thing.”

I know, I know – the devil is in the details.  But we’re here to help.