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Why "We're the Leading Provider of" is NOT!

Guest post by: Jeff Ogden

Article Overview: Lead Generation Companies | Why "We're the leading provider of" is a BIG Mistake As an experiment, I did a Google search on "Leading Provider of" Wow! Lots and lots of hits.

Why "We're the Leading Provider of" is NOT!

Here's an example:

Olive Software - the leading provider of digital edition & digital ... A click on their website takes me to their "value proposition."

Olive Software is the leading provider of digital edition and digital archiving solutions for the publishing industry. Our solutions enable newspapers, magazines and other content publishers to cut printing and distribution costs, boost online traffic, and create new markets and revenue streams. There's one small problem. It is chest-thumping and prospective buyers hate chest-thumping.

Here's my re-write:

Olive Software helps publishers (like newspapers, magazines and other content publishers) to cut printing and distribution costs, boost online traffic, and create new markets and revenue streams using digital technology.

What's different about my rewrite? It focuses on the prospective buyer and the benefits they get - not what the company sells.

Stop chest-thumping and instead focus on the buyer. The operative word is "You." We want to talk directly to the prospect using simple language and share how they benefit from working with us.

What do you think? Do you have other examples to share? We love comments and those who share.

"If more companies listened to (Find New Customers) a lot more would be sold." Dan McDade, Pointclear.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation



Related Forum Posts
Re: How to Promote a MLM Business? - I have to agree with several of the previous posts here. Having your own site so that you can get it ranked is a big one. Also, as stated above, using a "passive" recruiting style works really well. Leading by example, people will naturally want to follow you over time if you prove yourself a leader. Bottom line, if you are promoting your opportunity or products, you are losing sales. About 85% of the population hates to be sold. Promote YOU, build relationships and let the business fall in place after that. Bill
Re: Google's April 2012 Update - As far as I understand, Google's main search mission is to deliver The Best Solution Possible, when you type in a query. This means that they kind of _cant_ teach people how to "game the system" and rank themselves. The way I see it, by the time Google's done evolving their algorithm, the only way to get to the top is going to be "Be A Fantastic Solution Provider... across the board... for your niche/keyword."
Re: Newbi here - Thanks for your responses guys and warmth welcome. I am quite interested on home based business.Your responses are highly appreciated. Women working from home are constantly searching for ways on how to make money online at home, to help produce additional income to support their family As an answer for these women, there are many online companies seeking educated professionals capable of producing high quality work, and skilled women eager to perform sometimes tedious work, over the Internet. Because of the reduced overhead cost, these companies can pay a higher than expected pay rate, and offer the freedom that can only come from working out of the house such as: Do you have any ideas and enriching experiences to share about the following ways on how to make money through the internet? 1. Become a Freelance Provider 2. Become a Global Telecommuter 3. Become an Online Entrepreneur In this global market, it is easy for women working from home to find online opportunities for generating extra income from the luxury of their home computer. Understanding how to make money online at home requires a simple understanding of all the prospects available for you. Have a wonderful day to all of you here.


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