Call it messaging, call it storytelling, call it standing out, call it cutting through the noise, call it creating trust. We simply call it THE CRAFT. Why am I saying that. Because I’m loving seeing ads and articles outlining it’s really important to ‘craft’ customer relevant messaging and use ‘the craft’ of storytelling better to combat buyers using AI to evaluate vendors and them contacting sales much later in their journey with pre-set perceptions.

I agree! But I see it going way beyond that! As THE CRAFT is about going deeper than storytelling, if you want to make a real difference to your business.

It’s about engineering customer-led messaging that sets the tracks for sales to talk to leaders they struggle to get time with normally, and talk about their business challenges, and that enables sales to get under the skin of their customer and define better solutions versus sell point products to operational buyers.

And it’s about marketing being right out in front of that showing to buyers that you really understand their market, their challenges and how you can enable them to achieve their goals. And vitally why you are better than the competition [direct, indirect, internal or not doing anything at all].

It’s not just about a ‘story’. It’s messaging used in your sales tools, customer-facing content and marketing campaigns.

It’s not a story, it’s an engineered and structured way of landing your key selling points to your buyers again and again in a way they understand and in a robust and compelling narrative. And that’s what we see as THE CRAFT.

If you see the world as we do – then let’s create real change together.