Idea Lab

Aggressive messaging approaches are all the rage right now, especially when you’re the “outsider” looking to disrupt your prospect’s status quo. But what about when you are the status quo? What’s the most effective messaging approach for that situation—when your story isn’t “Why Change,” but “Why Stay?”

In this report from 2016 (yes, you read that right), you’ll take a look back at some of the biggest training challenges facing companies in pre-COVID times. Among them, you’ll see that 56% of companies said their biggest concern was taking reps out of the field.

There’s a long-held perception that executives are strictly rational decision-makers, relying on analytical thinking and mathematical calculations to guide their decisions. But new research shows that executives are no less influenced by emotions than anyone else.

The Picture Superiority Effect says that stories accompanied by visuals get remembered significantly better than stories told with words or text alone—that’s been established. What hasn’t been established until now is which type of presentation allows marketers and sellers to maximize the impact of this phenomenon.

Learn about the results of a study where Corporate Visions contracted with a social psychologist to better understand the behavioral and emotional impact of risk and resolution in insights-based messages.

To maximize message effectiveness, should you ask questions before delivering an insight, or after? The traditional diagnose-then-prescribe approach most often taught today may not be all it’s cracked up to be when it comes to giving you the persuasive impact you need to unhinge the status quo.

At first blush, Voice of the Customer messaging—positioning your solutions in relation to your customer’s stated needs—doesn’t seem like a bad approach. But to create differentiation and avoid the commodity trap, you need to message to the challenges or missed opportunities your customers don’t yet know about.