How to Legitimize Your Sales & Marketing Messaging

Sales and marketing messaging

Having legitimate sales and marketing messaging will help you close new business.
 
Over the past number of years, we have written blog posts on what drives companies to purchase products and services. These drivers are:

  1. Helping drive more revenues
  2. Reducing a cost
  3. Creating efficiency
  4. Mitigating a risk


When you’re building your sales and marketing messaging, both logical and quantitative stories sell effectively. Why? Because they are easy to understand and prove the value of the product. They add legitimacy to the story you are telling.
 
When you are tasked with selling and marketing a product to an astute group of buyers, you can’t sell like politicians do – your messages can’t be bland and open-ended like:

  • I am all for supporting the middle class! Question – how and with what specific mechanisms?
  • Our party will build a sustainable energy strategy! Question – how and through what specific strategy?
  • We believe in sustainable government! Question – what does that even mean?

 
For your message to be legitimate, it needs to be relatable and quantifiable. In some cases, particularly with startups, this can be tough as you may not even have a client, but you need to try to find some way to build a quantitative story. In lieu of having results from real clients, you can reference research or studies. You can also use the results of surveys, polls or focus groups you’ve organized yourself.
 
For example:
 
VA Partners provides sales, marketing and social media services to B2B businesses on a part-time basis. While working for a financial services company in a part-time sales and marketing capacity, we were able to close 50 customers and build an annuity stream of $2,000,000.
 
Let’s analyze this statement. How did we make it legitimate?

  1. Does it reference a type of company that you want to sell or market to? Yes, in this case, I have chosen a financial services management company.
  2. Does it discuss the services being sold? Yes, it’s clear we offer sales, marketing and social media services.
  3. Does it provide legitimacy in a quantitative manner? Yes, with the number of clients and the value of the revenue.

 
If you’re looking for a source of excellent sales and marketing information or need assistance with either, please contact me at [email protected]. For insights into startup sales and marketing, sign up for our free monthly newsletter or download one of our free B2B sales and marketing white papers.
 

How to Legitimize Your Sales & Marketing Messaging