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Welcome to Moneyball Messaging.
In the post-COVID Digital Age, it’s simply a different game of selling. And if the game has changed, that means you need something different. Yet too many companies might not realize the extent of change that’s already taken place, with more coming down the pike, and they aren’t upping their games to respond.
Lack of a compelling message is one of the most common missing ingredients today that lead too many marketing and sales efforts to fall flat. It's a key reason that companies fail to break through with new customers, who have their shields up 24/7 today. As a result, firms are ineffective building new prospects and new accounts, and even digital efforts fall flat. More importantly, the firm fails to grow and adapt to other new Digital Age challenges.
The Digital Age is an age of saturation. Customers today are completely inundated with ads, emails, calls, and salespeople trying to sell. Without the right message, you can’t stand out from the pack. You can't grab attention, you won’t get clicks, and you won’t get meetings.
We’ll show you how to use the “Moneyball Messaging” technique to accelerate your own lead gen and sales prospecting. The message and techniques are designed to differentiate you in the market and allow you to stand out in today's age of saturation. It can accelerate and amplify marketing investments, as well as allow your sales to secure customer meetings and compel prospects to take next steps with you. It's the "secret ingredient" of sorts in our Digital Moneyball playbook.
These techniques are tailored to the unique nuances of B2B industrial business, where too much ineffective and unapplicable B2C techniques have become embedded into the lexicon. We show you how to get that stuff out and instead use effective techniques suited for Digital Age success. Lastly, we show business leaders how to use messaging as a catalyst that, when combined with other strategic levers, can jump start front-end transformation.
We've made the first three sessions available at no cost. The remaining sessions can be accessed only by clients at this time.
The best messages are designed to identify faulty beliefs and incongruence, address true decision drivers, and uncover a match with a prospect customer. We have found that there are eight characteristics common to great messages for new customer acquisition.
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Typically, your message will be multi-faceted and involve several aspects, but needs to be focused around a central theme. Using the characteristics and your strategy, you’ll develop the high level beliefs and behaviors you plan to challenge.
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Now that we know the ingredients of the message and have developed its theme, we need to develop the orientation and structure of the message before constructing the message itself. We’ll provide a structuring method that draws upon techniques from two brilliant rhetoricians, one a master of emotional rhetoric and one a master of logical rhetoric.
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Now that the message is structured, we'll elaborate and refine it into the short version, which is used as an elevator pitch, or more importantly in emails, phone calls, or social media connection requests to solicit a sales meeting with target customers.
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The ~ten-minute “long” version of the message is intended to be delivered to customers in a sales meeting (virtual or in-person). It is ideally delivered via whiteboard selling to become more engaging, especially in the virtual space.
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We need a sharp message that grabs prospects' attention right off the bat and maintains it through the meeting. Here are some rhetorical techniques for accomplishing this.
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We review and elaborate several good whiteboard selling playbooks and techniques that can transform your message into an engaging whiteboard script.
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For firms that would like to place a greater focus on social media and social selling, an optional “Virality” theme can be an effective tool. Your Virality theme will seek to identify an engaging way for employees and customers to interact with your firm on social media, and it is typically a derivative and/or limited subset of the core message.
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We elaborate how firms can put the message to work and transform front end operations via the "Moneyball Razor" and a suite of connected levers to drive change.
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