Your Messaging Sucks: Become the Brand Your Customers Love

The gap between what you think you offer and what your audience believes you offer is a messaging problem. It is hard to recognize because it initially appears to be an implementation or execution issue. When prospects aren't buying, it is blamed on marketing not providing the right leads. We point to the product development (and marketing) team if customers flock to a competitor. If leads abandon the sales process, we fiddle with the user experience. And when all else fails, we point to th...