In this episode of Enterprise Sales Development podcast, we speak with Brenden Dell, President of Brenden Dell Inc. and best-selling author of “The 12 Immutable Laws of High-Impact Messaging.” Branden discusses some of the effective principles that he’s found to provide people a rubric on messaging that will break through the noise and help achieve outcomes. He breaks down the three core questions to help determine positioning and messaging and how to think through a differentiator. He also talks about how brands should think about creating a famous brand.
WHAT YOU’LL LEARN
Where messaging consulting starts
Three core questions to determine positioning and messaging
How to approach pre-product market fit vs post-product market fit
How Brenden coaches clients on thinking through a differentiator
The three demand types
How brands should think about creating a famous brand
The 12 laws of high-impact messaging as discussed in Brenden’s book
QUOTES
“We are undoubtedly in the noisiest period of human history right now between phones and Slack and email and everything else.” -Brenden Dell [02:37]
“One of the things I say to clients all the time is that ‘It’s better that half the market love you and half the market hate you than no one have any opinion at all.’ And for most of us, that’s the biggest problem is people have no idea who we are at all, so they subsequently don’t care and don’t investigate and so forth.” -Brenden Dell [03:56]
“Being deliberate about what you want people to know just makes sales easier.” -Brenden Dell [20:47]
“Sales is transferring trust. Messaging is transferring trust.” -Brenden Dell [26:59]
“At the end of the day, everything basically is sales and communication. And that’s whether you’re trying to win an election or you’re trying to sell a product or you’re trying to convince your spouse on where to go to dinner, how you say things really affects the success of what you’re doing.” -Brenden Dell [31:08]
TIMESTAMPS
[00:01] Intro
[00:33] This week’s guest: Brenden Dell
[01:26] Core starting places for positioning and messaging
[06:19] Pre-product market fit vs post-product market fit
[07:29] Thinking through a differentiator
[10:41] Asking customers for feedback
[13:19] New concepts and paradigm
[20:07] The elements of fame
[29:00] Anchoring bias
[30:33] About Brenden’s book
[41:55] How to contact Brenden
RESOURCES
Gong
5 Principles Of Growth In B2B Marketing by Les Binet and Peter Field
SiriusDecisions, acquired by Forrester
Getting Back to the Basics (Three types of demands)
The $1B Pitch
Drift
Lavender
Enterprise Sales Development with Will Allred
Enterprise Sales Development with Josh Braun
Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dan Ariely
Seth Godin
CONNECT
Brenden Dell’s website
Brenden Dell on LinkedIn
Brenden Dell on Twitter
Brenden Dell on Instagram
Billion Dollar Tech podcast
CIENCE website
CIENCE on LinkedIn
CIENCE on Facebook
CIENCE on Twitter
CIENCE on Instagram
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