Pat Henning Strother

markers near a whiteboard

Transform Your Messaging for a Competitive Advantage

Make Customers Happy (and Competitors Jealous) The right messaging can literally transform your products and services. Without making a single physical modification, messaging alone can create competitive advantage and attract more customers. It’s worth repeating. Messaging alone can attract more customers. How? By artfully revealing the elements that are essential to interested prospects. This is…

Keep an Eye on Culture – A Look at the VA and Target

On Friday when the New York Times reported the resignation of Eric Shinseki as secretary of the Department of Veterans Affairs, the article contained this quote from an official who asked for anonymity to be blunt about the challenge of fixing the VA: “This is going to be a slow grind,” a senior administration official…

The 40th Anniversary of a Key Message Gone Awry

Key messages are the building blocks for a strong brand – but if not done right, they can build a brand legacy you’d rather not have.  Today marks the 40th anniversary of just such a message. The Goal: Getting the Message Perfect Key messages are intended to grab the attention of your target audience while distinguishing…

Don’t Shoot the Messenger, Just Get the Message Right

We’ve all heard the old advice, “don’t shoot the messenger.” Actually it is very old, credited to Shakespeare in a reference from his history play King Henry IV, Part 2. Fast forward 415 years and there is still a relevant lesson here: it’s the message and not the delivery method that’s most important. If you…

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Six Simple Steps Create New Customers with B2B Inbound Marketing

Not so long ago self-publishing was reserved for authors who wanted (or needed!) to skip the hassle of finding a traditional publisher. Today the concept of self-publishing on the web has ushered in a paradigm shift for B2B marketers. Companies are no longer dependent on third party publishers such as trade magazines to get their…