You bring unique value to other businesses. You know what that is, but can you explain it to them? Can you position your brand to stand out in a crowded marketplace? Can you communicate your benefits with confidence?
In other words, can you articulate why your solution is exactly what your prospects need—even those, and this is critical, who don’t realize they need it?
It’s a bigger challenge than it might seem. It’s also where I come in.
Hi, I’m Matt Murphy. For years, I served as a marketing consultant to some of the world’s most recognizable brands such as American Express, Lenovo, Target, and Diageo.
I often found myself reworking the sales materials of organizations pitching partnerships to these clients. Many were great opportunities, but not all came across that way. Reorienting their approach was necessary to gain real traction with savvy brand executives.
Simply put, I needed to make it easier for my clients to say “Okay, we’re in.”
Now, after negotiating hundreds of millions of dollars in deals around the world on the agency side, I’m helping businesses like yours solidify their value props to close more deals more quickly for more revenue.
This includes applying an extensive background in strategy, deal making, copywriting, activation, and measurement to:
According to Forrester, how B2Bs position themselves to meet buyer needs is the #1 driver of purchase decisions for new clients. Yet, 83% of companies don’t embrace the power of a well-structured value story, let alone optimize it as they evolve.
This surprising gap creates a competitive advantage just waiting to be won.
I’d like to help you claim it.
Value proposition, market positioning, USP, vision statement—how you crystallize the reason people should partner with you over your competitors is mission critical. That doesn’t make it easy. I’ll help you consider these and other brand and business tenets in ways that:
Whether you’ve got a solid story in place or we build one together, it must be reflected well across all touch points. Objective self-assessment of your existing materials can be challenging, though. To offer fresh perspective on your sales and marketing pieces, I will:
Established businesses expanding sales assets. Evolving brands in need of a marketing refresh. Startups at square one with a blank canvas. My work with various types of clients also involves hands-on development of tools that convey their value effectively. These often include:
Strip away everything else—branding, features, capabilities, pricing—and growth comes down to effectively communicating the value you bring to your clients’ businesses. How you can help them get from where they are to where they want to be better than anybody else in your field.
If you can’t do that, then none of those other things matter.
I’m here to make sure your messaging doesn’t sabotage the great work you do otherwise. I’ve both pitched and received, so I know what captures attention and, just as importantly, what doesn’t.
Together, we’ll create compelling messaging based on your goals, the market landscape, and proven storytelling techniques that lead to “Okay, we’re in.”
Here’s a fundamental truth that escapes many marketers: your story isn’t about you. It’s about situating prospects in such a way that they can envision the “happily ever after” within their own stories by partnering with you.
Sell the sizzle not the steak. They don’t want the hammer, they want the hole. Whatever your favorite maxim, the reality is that tangible value lies in the benefits you bring, not the features you offer. Focus on what’s in it for them.
Prospects aren’t just evaluating your offer, they’re considering their entire relationship with you. Presenting tailored content that shows you understand their business is an indicator of what to expect with you moving forward.
Especially when you’re not around, what you’ve built to tell your story is what prospects have to review and debate. It must hold up when your sales team shifts from people to print. Make sure it’s just as convincing as you are.
Be concise and to the point. Concise in this case doesn’t necessarily mean short. It means say what you need to say and say no more. With limited time and space to work with, cut the fluff by keeping only what advances your offer.
While some may disregard inconsistencies, inaccuracies, or even outright errors, many see these as a red flag. Attention to detail and excellence in execution are crucial if you want to get full credit for the benefits you provide.
If your sales and marketing messaging aren’t wholly capturing the value you bring to the table, then you may very well be leaving money on that same table.
Let’s set your business up for success by telling stories that maximize response throughout the buyer journey.