Dr. Flint McGlaughlin, Managing Director and CEO of MECLABS, opened the B2B Summit yesterday with an hour and a half of rapid fire marketing “truths.” Here are the top five:
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Brand is the aggregated experience of the value proposition
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The value proposition must have these components:
- Appeal – I want it
- Exclusivity – I can’t get the exact product or service elsewhere (the “only” factor)
- Clarity – I understand it/you (clarity trumps persuasion)
- Credibility – I believe in it/you (specific, quantifiable, verifiable).
Landing pages have a 7-second, 4 inch rule. The visitor needs to understand (any confusion results in the visitor backing out):
- Where am I?
- What can I do here?
- Why should I do it?
A headline is a pick-up line (Flint’s example: relationships start with a conversation—you don’t walk up to a woman you have never met and offer her a ring and a kiss on the lips – that is what marketers do with their communication every day)
Great value propositions replace claims with conclusions—and substantially reduce selling time
The sun is shining and I am off to another packed day—Day Two of MarketingSherpa’s 2012 B2B Summit summary tomorrow!
