Messaging Guidelines
How we talk about what we do
Guidelines for your brand's messaging. How you talk about your brand, your products, and your services to your audience. These insights will help you communicate more consistently and effectively with your audience.
Brand Story Suggestions
Some ideas for the narrative of the brand's origin, evolution and purpose.
Over 35 years ago, we saw how traditional sales training was failing service professionals. We challenged the industry's approach, developing a fresh perspective on consultative selling that builds meaningful relationships and creates lasting transformation. Through game-changing insights and crucial milestones, we've mastered the complex art of turning sales conversations into genuine partnerships.
Why We Matter
The importance of the brand's mission and purpose to the audience.
We are committed to delivering measurable impact through clear steps to success and lasting transformation, using proven methods that challenge usual approaches.
In today's competitive service market, professionals need more than traditional sales techniques—they need the ability to see problems differently and help more people succeed through genuine consultative mastery.
Key Messages
The primary messages that the brand wants to convey to the audience.
- Deep knowledge that delivers measurable, consistent positive outcomes for service professionals
- Proven methodology built on years of expertise that creates real, transformative change
- Vision to see what others miss, helping clients gain competitive advantage in their markets
- Challenge conventional thinking with fresh perspectives that reveal new possibilities
- Demonstrate proven expertise through decades of client success stories and results
- Deliver lasting transformation that clients use and value for years after training
Conversation Guidelines
Guidelines for how the brand should communicate with the audience.
Position as the knowledgeable but relatable expert partner who challenges thinking while staying calm and steady
Share striking examples that demonstrate fresh thinking and proven results, establishing expertise through stories rather than credentials
Reveal the depth of methodology while maintaining personal connection and showing genuine care for their success
Use rational focus on clear benefits while showing subtle demonstrations of the transformation possible through consultative selling mastery
Maintain consistent, reliable communication that reinforces the enduring value of the relationship and learning
Share ongoing insights and examples that keep the learning alive, demonstrating how the methodology continues to evolve and deliver results
Handle challenges with calm expertise, using issues as opportunities to demonstrate problem-solving mastery
Stay steady and direct while showing how the consultative approach can turn challenges into opportunities for deeper client relationships
Focus on expanding impact and helping them reach more people, emphasising the multiplication of their success
Position growth as natural progression of mastery, helping them become the trusted advisors their clients need
Channel Adaptations
How the brand should adapt its messaging for different channels.
- Website Messaging: Emphasise proven expertise and specialist industry knowledge with clear, authoritative content
- Social Media: Share striking examples and timeless insights that demonstrate fresh thinking and enduring value
- Sales Conversations: Lead with expertise and vision, challenging prospects' thinking while showing genuine care for their success
- Client Support: Maintain professional warmth with detailed, thorough responses that reinforce the quality of the relationship
- Use These Terms: 'Proven methodology,' 'fresh perspective,' 'lasting transformation,' 'genuine expertise,' 'trusted guidance'
- Avoid These Phrases: Generic sales jargon, overly complex training terminology, promises without proof, impersonal corporate language
- Signature Expressions: 'Think differently about consultative selling,' 'Expertise that delivers results,' 'Transformation that lasts'
Key Takeaways
Essential insights about the messaging framework to inform your brand strategy.