Authentic Competitive Advantage « The Essential Message

Hack into your Essential Message!

Hack into your Essential Message!?

Hack into your Essential Message In the last Essential Message monthly teleclass, my guest Mike Murray talked about the thinking approach that hackers have to have in order to be successful hackers. He then made the link between the hacker’s thinking approach and the right mindset you need to have in order to be successful at anything.

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EM011: Forget Benefits. Think Impact Statements!

Forget Benefits. Think Impact Statements!

Warning: this may be difficult to accept for traditional marketers.

Of course, everyone knows that all great sales and marketing focuses on the benefits, right? And the higher level the benefit is, the better.

There’s only one problem with that: it’s wrong.

Telling your prospects you’ll help them — [...]

EM116: Category Challenges vs. Essential Challenges

Category Challenges vs. Essential Challenges

If you’ve ever gone to a networking event or referral exchange group, you might have heard something like this. When it’s the accountant’s turn to stand up, he (or she) says, ‘if you know someone who wants to save money on their taxes, that person would be a good [...]

EM107:”Screw the Competition…”

“Screw the Competition…”

Conventional wisdom holds that the competitive environment is one of the most important factors in developing your positioning, your brand and your sales & marketing initiatives.

But this is a classic example of where conventional wisdom is misguided — especially in today’s marketplace where there is so much competition, it’s almost [...]

Hack into your Essential Message!

EM011: Forget Benefits. Think Impact Statements!

EM116: Category Challenges vs. Essential Challenges

EM107:”Screw the Competition…”

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