“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.
I was delighted to be have been interviewed for this Raconteur report on the future of B2B marketing, which was published in July 2019 by The Times of London. My message? Creativity is … The importance of creativity in B2B marketing
Bite-Sized Marcomms 