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26/10/18
Prospects are like goldfish

Whichever media you use to advertise (including your website), ensure that your message is both short and consistent i.e. the more you try to promote different value propositions (it’s referred to as a ‘unique’ value proposition for a reason), the more you’ll confuse prospects. What you really need is a strong competitive position that cuts through the noise because you’re fighting for ‘mind share’ at a time when the average prospect is targeted by up to 5,000 marketing messages per day (which is more than enough to reduce any human being’s attention span to that of a goldfish).

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