Gartner Blog Network

Tag: 'messaging' Blog Posts

from the Gartner Blog Network

What I Look For When Reviewing Web Sites

by Hank Barnes  |  March 13, 2018

A frequent inquiry request for Gartner clients is a Web site review.  This is a great idea since technology buyers tell us that they view vendor Web sites as vendor...

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Sharing the Value of Repetition

by Hank Barnes  |  March 6, 2018

I spend a lot of time helping clients tell their stories more effectively.   It's pretty common for me to hear, "You are pretty good at this" (but I know I'm...

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The Strongest Differentiator - A Different Point of View

by Hank Barnes  |  February 20, 2018

When looking for differentiation, I continue to see clients looking at their product features or service capabilities as their primary source of differentiation.   While in some cases, product can be...

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Storytelling Mistake-Pulling Threads

by Hank Barnes  |  February 13, 2018

As B2B marketers embrace storytelling, I'm seeing an improvement in content quality and usefulness. They are embracing the idea of starting their stories with their customers' situation rather than themselves. ...

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Betting on Better Requires Patience

by Hank Barnes  |  February 6, 2018

I speak with many tech and service providers that love to talk about how they are better than the alternatives.  No surprise there.  It is important to believe that you...

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End with How

by Hank Barnes  |  January 30, 2018

Simon Sinek created a movement with his "Start with Why" approach.    He, correctly in my opinion, promoted starting with a purpose--the why you exist; the why you matter--rather than...

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Positioning Is Not Messaging

by Hank Barnes  |  January 23, 2018

A few weeks back, I shared one of the most common issues with positioning efforts--attacking vs. just declaring the primary competitive alternative.  Today, I want to talk about a bigger...

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Urgency and the Buying Process

by Hank Barnes  |  December 12, 2017

In order for B2B customers to make buying decisions, there has to be a reason to change.  But beyond that, to go through the buying effort, which is non-trivial, there...

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Contrasts are Critical

by Hank Barnes  |  November 14, 2017

As followers of this blog know, I spend a lot of time working with tech providers on storytelling (well, they may think we are working on messaging, but I always...

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Develop the Full Story--Then Shorten It

by Hank Barnes  |  September 5, 2017

Frequently during discussions with clients, I hear a desire for "a catchy, short one-liner to describe us."   Whether you call this a tag line or a USP or something...

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