Over several decades our traditional, mass marketing culture taught us that marketing and sales were about finding the angle. Marketing became about getting creative with the truth and being a master of spin. It doesn’t have to be this way. We can choose to do the kind of marketing we’re proud of. What if instead of trying to come up with an angle, we mastered truth-telling instead?

We can rediscover the truth about our value proposition by revisiting the reasons we originally showed up for these people at this time.

We made this because _______.
People need this because _______.
We do it this way because _______.
We want to appeal to this customer because _______.
This is the right thing to do because _______.
Our company exists because _______.

The truth is the most powerful sales and marketing strategy of all. We become better marketers by being honest with ourselves first and foremost.

Image by Garry Knight