The Counterpart blog: On sales enablement,
What is message strategy? An official definition.
A strategic message is an effective message. To develop one, first understand the definition of message strategy — so you know what you’re aiming for.
The secret to sales consistency: Give your reps a seat at the table
Want consistency in your sales? Make sure your team is doing things cohesively, not independently. And give them a sense of ownership.
Shades of storytelling: Goodr Sunglasses
Goodr sunglasses is a fun, customer-focused brand. Their brand personality shines with a playful voice and witty storytelling that connects to the audience.
Advanced basics: The role of message strategy in sales enablement
Message strategy: What is its role in sales enablement? Get practical messaging tips to encourage adoption of your sales enablement program.
Why is message strategy important?
Got goals to achieve? Every message counts. Learn how message strategy is the key to influencing your audiences with purpose.
What makes a message effective?
What are the keys to effective communication? The 4Cs of message strategy. Learn what makes a message effective. And get effective communication tips.
Message strategy makeovers: Holiday edition
See our creative team transform holiday ads from meh into magical. They used our 4Cs approach to give popular brands a makeover — does yours need one?
How to make your message clear
To make your message work, make it simple and specific. That’s clear — one of the four principles of message strategy.
Is your message scaring away customers?
What you say—or don’t say—could be haunting your brand. Read a cautionary tale and get a free, no-obligation message strategy assessment.
The moment of truth before the moment of truth in marketing
Before your prospect makes a decision, there’s a message that brings them to that point. That’s the pre-moment of truth in marketing, and it matters.
Is your brand communication out of control?
A brand that’s out of control is a brand that’s eroding. Learn the 9 traits of orderly marketing communication, and 4 must-haves for strong brand discipline.
What is a vision statement? Wiki-peeing on a misleading definition.
What is a vision statement? Don’t ask Wikipedia, we beg of you. Much of what’s here is the opposite of what makes a good vision statement.
Marketing for medical practices: How to challenge Dr. Google on his own turf.
A three-part approach to digital online marketing, for doctors and physician practices. Also helps medical spa, home health, optometrist, and obgyn marketing.
How to win in client presentations
A blog article from Counterpart Communication Design, the Message Strategy Experts™. Covering message strategy and more.
Sales enablement that sticks: How constant reminders drive adoption
Sales enablement programs won’t stick without repetition. Use regular reminders to help reps adopt your sales enablement program.
Help your sales team recognize opportunities with visual tools
Learn how visual tools help your reps recognize opportunities to upsell and cross-sell. And make it easy for them to pursue those opportunities.
Selling to a person, not a persona: Why it matters for sales efficiency
Sales efficiency is about selling to a person, not a persona. Learn why you need to shift your focus to improve sales efficiency.
Growth is not an option unless you have adoption.
If you want your reps to adopt your sales enablement program, they need to adopt certain beliefs and behaviors first. Find out what those are and how to help your team embrace them.
Core messaging: It’s how you become deeply different.
Learn how core messaging deepens your connection with audiences and clarifies your unique selling point –– so you get buy-in for your product, service, or idea.
Message strategy as a marketing mirror
How do you create a message that resonates? You turn it into a mirror. Help customers see themselves in your brand with this quick guide to message strategy.
How to keep your message controlled
To make your message work, make it consistent and compliant. That’s controlled — one of the four principles of message strategy.
How to make your message customer-centric
To make your message work, make it about the customer, not just for the customer. That’s customer-centric — one of the four principles of message strategy.
Communicating with customers during a supply chain disruption
What you say — and don’t say — during a supply chain disruption matters. Here’s how to communicate with customers to prevent operational and financial damage.
Data delivered beautifully: A P&G case story
Boost brand awareness and stay top of mind with a relatable mascot that encapsulates your brand. When it comes to manufacturing, P&G...
A cliché-free mission statement
Creating a bad mission statement is easy. Just ask Baby the dinosaur. Learn what makes a good mission statement, and (more fun) what makes a bad one.
Dial into small data: How to conduct customer or client research with a simple phone interview
Learn why the phone interview is such an effective research tool. Plus, get tips to help you prepare, make, and document the call.
How to name your business: Part 1
Do you need company name ideas, brand name ideas, shop name ideas? Something catchy, unique? Forget name generators. Here’s how to come up with a business name.
Make sales reps more effective with 3 B2B website tactics
Discover how to turn your B2B website into a sales enablement tool. And make your sales force more effective.
The 9 needs of adoption
Your sales enablement program can’t be effective if your reps don’t adopt it. But you can increase the rate of adoption if your address 9 specific needs.
How marketers can lead the charge for value-based selling
Value-based selling is a philosophy every leader must believe in. Teach your team how it can be a differentiator.
4 reasons marketing gets ignored by sales
Sales and marketing alignment should be an objective for every growing business. Read practical tips on how to get your sales and marketing teams on the same page.
Dull is not authoritative
Be customer-centric. Prioritize clarity over jargon. And consistently deliver compelling, authentic content to make your thought leadership stand out.
What can we learn about message strategy from Taylor Swift?
Is your message strategy falling flat? Take a page from Taylor Swift’s songbook to learn new ways to communicate with your customers.
How to make your message compelling
To make your message work, make it stop people and move people. That’s compelling — one of the four principles of message strategy.
Hold the cheese: How to choose authentic stock photos
Are cheesy stock photos hurting your brand? Find clichés to avoid (like woman eating salad) and get tips on choosing images that send the right message.
ChatGPT: Can you fire your agency now?
Can you fire your agency or freelancer and use ChatGPT instead? Find out when it’s the best — and when it’s a bust.
The message strategy of scent marketing: How to find the smell of success
Scent is a powerful marketing tool. Get tips from Message Strategy Experts® on how to use scent marketing to boost sales, brand awareness, and loyalty.
How to name your business: Part 2
The perfect business name isn’t born in an instant. Get help naming your company, from concepting to researching ownability to getting buy-in.
The message strategy of music: How to pick the right music for your video or advertisement
Learn how to pick the best music for videos, including genre, mood, and tempo. And find royalty-free music for video intros and outros.
How to increase survey response rates
Improving survey participation is a constant goal. But a successful survey depends as much on the introduction as the questions. Here’s a before-and-after.