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Most companies plan an integrated Marketing Communications strategy when launching new products, but those efforts have the potential to fall flat if the seller is able to deliver the right information at the right time.
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Messaging for Product Launch
How do you get a fire going?
You
Them
Status Quo Prospect Launch
60%
Why Us?
Your Product Launch Challenge
You
Them
Status Quo 60%
St
Why Us? Product Launch
Why Change?
65 35 % % Buying Vision Bake-Off
Why Now?
Yes#1
Yes#2
Yes#3
Pick the Right Starting Point
New Brain Designed for Analysis
Old Brain Designed for Survival
Your Prospect’s Brain
Decision-Making Engine
Whitepaper
How do you do this?
Messages Tools Skills
Message it Great
Develop status quo-
busting messages
Deploy in distinctive, relevant tools
Deliver with compelling, memorable skill
Integrated Approach
Marketing Sales
Customer Conversation System
Your messaging needs to: • Make the status quo unsafe • Challenge current assumptions • Create urgency for change
• Show desired outcomes at risk
Wake the Old Brain
Use the Right Design Point
Customer Status Quo
Threats
Misses
Outcome at risk Problems Solution New End
State
Solution
Solution
Big Idea #1
Develop Prospect-centric, Challenge-Focused Content
that loosens the status quo and convinces the prospect they
need to change.
Messaging Warning!
There’s a risk: If you are using Personas and Voice of the
Customer (VOC) to drive your
message development.
Messages Tools Skills
Message it Great
Develop status quo-
busting messages
Deploy in distinctive, relevant tools
Deliver with compelling, memorable skill
Integrated Approach
Marketing Sales
Customer Conversation System
Whitepaper
Whitepaper Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
New Brain Designed for Analysis
Old Brain Designed for Survival
Your Prospect’s Brain
Decision-Making Engine
Whitepaper
blah blah blah blah
Visual Storytelling
Speak to the Old Brain
Big Idea #2
Use proven Visual Storytelling “message objects” for
appealing to the old brain and breaking free from the
written-word trap.
Tools Warning!
There’s a risk: If you aren’t using videos to coach salespeople and
tell prospects your story in a
product launch.
Messages Tools Skills
Message it Great
Develop status quo-
busting messages
Deploy in distinctive, relevant tools
Deliver with compelling, memorable skill
Integrated Approach
Marketing Sales
Customer Conversation System
88% Conversation NOT Presentation
YOU ARE HERE
Big Idea #3
Integrate product launch messaging and tools with
high-impact conversation and presentation skills training that ensure salespeople are role-playing your new story.
Skills Warning!
There’s a risk: If your reps can’t
deliver an engaging
conversation when trying to
differentiate your product launch.
Messages Tools Skills
Message it Great
Develop status quo-
busting messages
Deploy in distinctive, relevant tools
Deliver with compelling, memorable skill
Integrated Approach
Marketing Sales
Customer Conversation System
