The Marketing HIGH GROUND series: The Message Box: A guidebook on how to tell your story with customer-ready messaging

The MESSAGE BOX is the most effective technique for crafting customer-ready messaging. The days of mass marketing and even niche marketing are over. Today, business buyers want to engage on their own terms, in a one-on-one conversation. They don't want to be sold to. That means our business-to-business (B2B) marketing campaigns need to be geared to speak to each individual buyer, not to a group, and not to everyone at at the same time. But if people don't want to be sold to, how should we engage them? The answer is through story telling. The message box is the most effective technique for developing customer-ready messaging -- that is, finding the right words to engage prospects on things they care about. Success requires making a personal connection with the buyer and drawing them into a dialog with relevant, meaningful messages that align with their buying process. The message box technique shows you how to do this. Each guidebook in The Marketing HIGH GROUND series shares a proven marketing best practice, offering quick-hitting, action-oriented techniques, templates, and examples that will guide you to the marketing high ground.