Writing is a source of competitive advantage

“Let’s not mince words here: most business writing is tedious, pompous and bereft of the tiniest sliver of personality. For the business owner who’s willing to do something different, though, it represents a major – and inexpensive – competitive advantage.”

Mish Slade, copywriter

Relevant, distinctive & true. B2B value propositions…

“A proposition is the answer to the question ‘give me one good reason why I should buy your product’ … A good proposition has three factors: 1) relevance to your target audience; 2) it’s got to be distinctive from what the competition are saying; and 3) it’s got to be demonstrably true. It’s about understanding your customer, your competitor and your product.”

Simon Hayhurst, Coleman Parkes B2B Research