Power Messaging: Starting and Sustaining the Fire

Paul George of Corporate Visions kicked off the Three Value Conversations in Action track with Thomson Reuters’ Matt Etzell and Laurel Ley. Here are three takeaways in particular that sparked the interest of attendees:

  • Mobilize Your Messaging Efforts — A limited budget is one of the most common roadblocks you’ll encounter when trying to implement a new program in your organization. But that didn’t stop the team at Thomson Reuters—instead of compromising or giving up on their initiatives, they shared their goals with internal cost center owners and asked for help. This strategy not only raised the money needed for implementation, it created an incredible alignment across the organization. Many stakeholders now had skin in the game, spurring the change needed to propel the messaging efforts forward quickly and efficiently.
  • Be Strategic and Build Groundswell — Key stakeholders and marketing managers should always be involved in Power Messaging workshops. You need their input and buy-in because they carry the weight to bring the message forward and drive adoption within their teams. Listen for people in the workshop who are really excited and have them demo the message in the field to determine what works and what doesn’t. Once the story has been refined, have them schedule training and set expectations for their teams.
  • Leaders Must Lead — The most powerful messaging in the world is a failure if it’s never rolled out. Support your leaders so they can educate and enlighten sales staff about the power of conversational messaging. If they are believers, their teams will be too.
Tim Riesterer

Tim Riesterer

Chief Strategy Officer

Tim Riesterer has dedicated his career to improving the conversations marketers and salespeople have with prospects and customers. His books, “Customer Message Management”, “Conversations that Win the Complex Sale”, “Three Value Conversations”, and "The Expansion Sale", focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals. As chief strategy and research officer for Corporate Visions, he sets the direction and develops products for this leading marketing and sales messaging, content and training company.

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