Work on a Two Word Strategy

If you can describe your value proposition clearly in two simple words, you're onto something!  One of the problems with a lot of marketing materials and sales pitches is that they are too long and lack clarity. Anita Campbell suggests in The Importance of a Two Word Strategy that you keep honing your value proposition down until you can get it to two simple words. She refers to a talk given by Gary Harpbst, author of Six Disciplines for Excellence, whose point was that this refines organizational focus and alignment.

Well, I suggest that it's also important for marketing -- and I'd settle for three words.  But her point is valid.  She gives Dell's "being direct" and Intel's "Intel inside" as examples. These were each definers of the value proposition and messaging for two technology companies, but don't limit it to tech. I'm thinking of BMW's "ultimate driving machine" and Nike's "Just do it".  I like to use "Helping sales succeed" for my own marketing consulting business.

What is your two-word strategy?  Think about it!

Comments

[Eric Rosen]

I don't think this post meant to minimize the importance of processes for planning and operations.

Rather, I think the post is simply calling attention to the power of a phrase to galvanize all of the things an organization does.

I'm not too concerned about length. If the phrase has emotional impact, it will be easy to remember. If the phrase is easy to remember, I think that’s the pivotal thing.

For example, the defining phrase of the John F. Kennedy administration was, "Ask not what your country can do for you; ask what you can do for your country." Once you hear it, it's hard to forget because it taps directly into the noble side of human nature.

[Eve Sheridan]

A catchy phrase is great but without good planning tools will probably be worthless. Try MPMM Project Managment Methodology http://www.mpmm.com/