“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
Preach 👏🏻
p.s. you can legit call me a fanboy, but … For posterity, a B2B marketing podcast I recorded last year
(H/T Doug Garnett)
Courtesy of Professor Mark Ritson… … The top 10 factors driving marketing communications effectiveness
I also love Lee Clow’s related quote: “Every client wants something new. And three examples of where it’s worked before” H/T @jason_fox
Salience
Noun. The quality of being particularly noticeable or important; prominence.
