A new brand identity that underscores our approach to B2B marketing — always customized, never templated
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Watch Tim reveal the final step in creating a winning conversation.
In our last posts we talked about finding what makes you unique and turning that into your power position. From here we are going to tie it all together and get a little crafty with a pen and paper.
Crafting conversations that go against the way your brain is naturally programmed to work can be a daunting task. However, once you can identify uniqueness, master the Value Wedge and build a Message Pyramid, the new conversation will become second nature. Now all you need is to make your message hard to forget. This is where Big Pictures come into play.
Power in Pictures
Typical conversation is focused around words and speaking. Conversations that win deviate from the norm, and incorporate simple visuals with big messages. Why? Because it works. In fact, a psychology study showed that people were only able to retain 10 percent of spoken information, but could recall 65 percent more of that conversation when pictures were included.
Context & Comparisons
Big Pictures integrate everything we have learned so far and utilize the brain’s sensitivity to images as well as contrast comparisons. Images create visual stimulation and contrasts provide context. This technique illustrates the Big Picture and shows the value of leaving a no longer safe and sustainable situation.
Three Step Stories
Creating a Big Picture is a three step process. Much like the Message Pyramid, it’s important that all the steps are followed in chronological order. The starting point for your Big Picture should be about your customer. Visualize their world and pain points in a concise and poignant drawing. Stick figures are welcome, in fact encouraged. Next, compare the customer’s current situation and how it can be improved through your services. For maximum impact, sketch a side by side comparison. For the third and final step, make a metaphor. If a metaphor doesn’t work leave it out, but the most persuasive messages always contain some sort of metaphor that resonates with prospects.
Big Pictures are going to get crafty, but you don’t have to be Picasso. All you need is a piece of paper, a pen and your message. In B2B sales it can be extremely difficult to convince prospects of the need for a service they can’t actually see, something abstract. People like things that are concrete and tangible. Paper and pen help the abstract become complete with a few simple drawings that can be recreated over and over again to encapsulate your message.
By overcoming the status quo and having the conversations that people are afraid to hear, you will be well on your way to closing more sales and helping your clients succeed in a safer, more sustainable environment.