Marcus Schaller

Design a Clear, Compelling, and Obsessively Customer-Focused B2B Messaging Strategy — Senior Content Director @ Team 201

[Marcus Schaller @MarcusASchaller]

What happens when you jump past important #messaging strategy decisions, and skip straight into content creation? https://t.co/L9k4Q6V7Bs

[Marcus Schaller @MarcusASchaller]

@AlixSocial Excellent advice, thanks Alix!

[Marcus Schaller @MarcusASchaller]

I'm curious to hear your thoughts about using #Instagram to reach #B2B audiences (with visual content). Is there an active business audience on that channel, or is it pretty much limited to B2C? What's your opinion about using Instagram to reach a business audience?

[Marcus Schaller @MarcusASchaller]

#marketing #messaging

[Marcus Schaller @MarcusASchaller]

Are you jumping past getting internal alignment on your #messaging strategy? It might come back to haunt you down the road when campaign drafts get stuck in endless rewrites based on conflicting stakeholder feedback. Make the important strategic decisions up front.

[Kyle Lacy @kyleplacy]

Be illogical every now and then. Even if it's a risk.

“It is much easier to be fired for being illogical than it is for being unimaginative. The fatal issue is that logic always gets you to exactly the same place as your competitors." - Rory Sutherland

[Marcus Schaller @MarcusASchaller]

Are there too many messages in your #messaging? Accommodating too many stakeholders with too many opposing perspectives and opinions, with nobody acting as the final decision-maker based on a central guiding strategy. Listen to the full episode here: https://t.co/L9k4Q6V7Bs

[Marcus Schaller @MarcusASchaller]

Don’t want generic #messaging? Then avoid “design by committee” at all costs.

[Marcus Schaller @MarcusASchaller]

Why is getting aligned around #messaging so hard? A big reason—the messaging framework is being pieced together as #marketing campaigns are being built, with no guiding strategy or vision to drive good messaging decisions. Listen to the full episode here: https://t.co/L9k4Q6V7Bs

[Marcus Schaller @MarcusASchaller]

@wadearnold Yikes. Maybe, like, over the next 2 weeks. But beyond that? Good luck.

[Mark Evans @markevans]

Struggling with positioning that doesn't resonate? Here's a free (ungated) DIY guide to create better, more compelling positioning - https://t.co/vaWRZeTBqI
#positioning #marketing

[Joey Ghost @thejoeyghost]

Dove sells soap to women who want soft skin.

BUT, they were almost aimed at men with dirty hands.

Secret: It's working like a charm to this day.

See how "positioning" can make or break your marketing:

🧵

[Harry Stebbings @HarryStebbings]

The state of B2B product marketing is horrific.

Why?

In most cases, the buyer and user are not the same.

However, the messaging tries to attract both.

DO NOT DO THIS.

Understand the location of the marketing, who will see it?

Tailor the messaging to one, not both.

[Marcus Schaller @MarcusASchaller]

Having trouble getting your team aligned on a #messaging strategy? It's not easy getting internal stakeholders on the same page. What NOT to do? Avoid designing by committee. Input is critical, but compromising on every part of a strategy leads to generic, toothless messaging.

[Marcus Schaller @MarcusASchaller]

Why is getting aligned around #messaging so hard? There are 3 common bottlenecks that get in the way. Learn how to overcome these obstacles and create a better #B2B product and company narrative. Listen to the podcast here: https://t.co/L9k4Q6V7Bs

[Marcus Schaller @MarcusASchaller]

🤣

[Brooklin Nash @realBrookNash]

Saying “SEO optimization” is like saying “ATM machine”

[Mark Evans @markevans]

Most emails from salespeople are terrible. They're badly written and usually canned. Will Allred from Lavender has some great advice on writing better, more successful emails. https://t.co/Vjfc74zCQT

[Marcus Schaller @MarcusASchaller]

@realBrookNash With great power comes great responsibility. (As in: "if you're not ready to bring the best of yourself you possibly can, being your own boss might not be the right path.")

[Marcus Schaller @MarcusASchaller]

Have you recently completed a #rebrand or updated your company’s core #messaging? What are some of the alignment challenges you faced, and how did you overcome them? I’m looking for additional insights to include in an upcoming podcast, and would love to hear your thoughts.

[Marcus Schaller @MarcusASchaller]

All of these points are great...especially points 5, 6, and 8. (Wait, I just rhymed)

[Brooklin Nash @realBrookNash]

8 things I wish someone told me when I started freelancing 8 years ago:

1. Treat networking as part of the job
2. Underpromise, overdeliver
3. Don't charge per word
4. Saying ‘no’ is success
5. Qualify clients first
6. Don’t do free work
7. This is a business
8. Practice sales