Benjamin Franklin once wrote, “Tell me and I forget. Teach me and I remember. Involve me and I learn.” In literary parlance this is referred to as a “tricolor”, otherwise known as the Magic of Three. Ben’s insightful words had rhythm and cadence, making the phrase enjoyable to read and easy to remember.
Reflect now on your style of communication. If you are in sales or marketing, review your past PowerPoint presentations, and consider the following questions:
1. Did you list brief explanations of your product’s features?
2. Did you identify and gain consensus on your prospects’ business pains?
3. Did you articulate the advantages of your product’s features and how they address those pains?
If you have confidence that you can answer yes to all three questions, congratulations. If not, you might want to continue reading and explore the importance of Technical Ink’s 3 x 3 methodology.
(1) Pains > (2) Features > (3) Advantages
Most product presentations focus on a features. We all know the famous Ginsu knife commercial, “it slices, it dices”. So what? All knives slice and dice. Wouldn't it be more exciting if Ginsu added to their catchy phrase, “you will enjoy a delicious meal”.
Before you rush off to your next sales presentation or marketing message ask yourself three questions?
1. Have I identified my prospects’ pains?
2. Am I concentrating on how my prospect will use my product to eliminate those pains?
3. Will I validate how my prospect can eliminate their pains by using my product’s features?
Ask these questions about the last presentation you gave. If you are struggling, Technical Ink’s methodology could be of great value to you. Our experienced staff will work with you and help you discover content that will positively impact your target audience.
Technical Ink has a proven disciplined approach.
1. First we look internally, ‘inside your box’ of success.
2. Next we employ a data driven discovery process to identify your strengths
3. Technical Ink then helps you create your company’s long story, short story, and elevator pitch.
Technical Ink’s methodology will enable you to “boil down the ocean” so you clearly illustrate and explain your business’s value on a simple 3 x 3 value proposition so that you can enjoy
1) Insightful analyses
2) Consistent marketing content
3) Impactful sales results.
Always remember Three is a charm.
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