The winners in marketing communications…

“If marketing is ultimately about shaping behaviour in favour of our brands, the winners will be those who best understand the true dynamics of behaviour and how to use this to brief for effective communications.”

Phil Barden, author – Decoded

People don’t want products. They want solutions to their problems.

Peter Drucker, management guru

All else being equal, people do business with people they like

Jeffrey Gitomer, author – The Little Red Book of Selling

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