1. Crafting Wow
Messaging
2013 Executive Leadership Conference
Richard Currier

2. Wows/ Breakthroughs: Getting There
The breakthrough rules:
1. Real customers with clear, pressing needs
2. Listen to customers to learn how to lead them
3. Showcase theme-based problem-centric stories
4. Change the game to win
5. Only leaders thrive
The “Must Do’s” for selling breakthroughs
• Thought lead your market
• Thought lead accounts
• Obliterate obstacles

3. The Critcal Role of Messaging
Message-based strategies define success
Themes define how to open-up and then seize/ retain
leadership of targeted markets
Message artifacts drive success
•Communicating effectively: rich stories
•Solving problems: “hook” and “trap” messages

4. The Framework for Crafting Messages/ Action
Transform Strategies to Action
The Tale Telling of the Tale Driving Results
Strategies
Business
Market
Programs
Vision Market Positioning Packaging Packaging
Execution
Targeting Positioning Packaging
Targeting Strategies
Long-term Current competitor- and marketplace- High impact
company strategy focused strategies, tactics and messages problem-solving/
and marketplace [per product/product line/market] revenue-driving
position execution
3 - 7+ Years 6 - 18+ month refresh cycle

5. The Message Structure
Level 0 – problem context
• Problem theme
• Drive the sales cycle/account focus: solve this problem
• Drive focus on urgency to drive action
Level 1 – benefit theme
• The compelling customer promise
• Grabs attention/builds empathy/sets the tone
Vision
Level 2 – differentiation theme
Message
• “What sets us apart from everyone else is …”
Structure
• Drives leadership
Account entry/mass market messaging/executive selling
Level 3 – the secret sauces
• Key differentiation enablers
avoid fluff, make it real
• Defend positioning/set competitive traps
Level 4 – your solution
• Prove the vision
• Showcase the feature
• Ace the checklist
• Prove the assumptions/ ROI basis

6. This Stuff Works!
Michael Schmitt
E2open
SVP Marketing & Prodct Management
Undifferentiated, sluggish accelerated growth; IPO
RightNow
Consultant
Sluggish growth/ low aura  high growth; sold to Oracle
Ariba
SVP Marketing
Legendary silicoln vallet turnaround; sold to SAP
JD Edwards
SVP Sale & Marketing
Flat/ eroding leadership  doubled revenue; sold to PeopleSoft
Increased Shareholder Value = $6 B!

7. Wow Messaging for Breakthroughs

8. Crafting Wow
Messaging
2013 Executive Leadership Conference
Richard Currier