The Importance of the Homepage and Buyers Guide in Communicating Value | 8min snip from Positioning with April Dunford

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A Marketers Guide To Using The Sales Pitch

Positioning with April Dunford

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CHAPTER

The Importance of the Homepage and Buyers Guide in Communicating Value

This chapter discusses the significance of the homepage in conveying a company's unique value and the concept of a Buyers Guide to help customers make informed decisions. It also explores how a Buyers Guide can follow the structure of a sales pitch setup phase.

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Episode notes

Today, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn:

Why marketers at B2B companies should start with the sales pitch first
An overview of buyer’s guides and the components of the best ones
How to create an explainer video using the sales pitch structure
Why all content should target the proper persona
Examples of graphics used to educate buyers
Other types of content that can be structured around the sales pitch

You'll also hear that this is the final episode of Season 1, as I'm excited to take a break from podcasting for the rest of the year. Thanks for listening and supporting the podcast, and I look forward to recording more content next year!

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If You Want To Skip Ahead:

(00:21) An overview of my consulting work and season 1 finale

(01:11) Why marketing should center their storytelling on what works for sales

(05:30) How and why to use a buyer’s guide with customers

(09:13) How to incorporate the Sales Pitch structure into explainer videos

(10:20) Other places pieces of the sales narrative may work well

(11:07) The significance of different personas

(12:10) Leveraging the sales narrative set up phase for conference talks

(13:30) How graphics can enhance understanding of differentiated value

(14:09) The graphics Postman created to illustrate its features and capabilities

(16:20) Gitlab’s infinity graphic