Designing Marketing Messages That Clearly Convey Product Value

Course Overview

Buyers now complete much of their decision on value-led marketing messaging before speaking to anyone. Activity in this aspect of marketing and commercial practice is easy to generate and easy to mistake for progress. Participants who influence the marketing and commercial practice capability without directly controlling it will find the content directly usable. Moving value-led marketing messaging from written policy into daily practice is not achieved by a single decision. Participants gain a clear basis for measuring what this part of marketing and commercial practice has actually achieved. Field experience suggests that the barrier to better this area of marketing and commercial practice is rarely technical. Work is grounded in real cases drawn from value-led marketing messaging, which each participant adapts to conditions in their own organisation. It treats the practice within marketing and commercial practice as an operating discipline and equips participants to run it as one. The programme ends where implementation begins, with this part of marketing and commercial practice broken into steps someone can start on Monday.