MarketingProfs B2B Forum 2023

Closing Keynote: What’s Missing From Your Message

Day 1 - April 6 - 5:30pm to 6:15pm

Pass Type:

Session Type: Keynote

Session Topic: Branding, Content Marketing, Customer Experience, Demand Generation, Strategy and Planning


You may have noticed a problem with the age-old “problem/solution” formula for driving action from your messages and marketing: it doesn’t always work! That’s a big issue when your job, and maybe even your business, depends on your content converting customers and clients. Unfortunately, presenting *only* the audience’s problem and your solution misses an important fact about them: your audiences aren’t rational decision-makers, they’re rationalizing decision-makers. In this keynote/session, learn to use a simple structure that creates both the logical and emotional transformation you need for content that creates long-term change.

You’ll learn:

  • Three critical message components that lead your audiences to action
  • How to use those elements to make any message more powerful (and diagnose what might be missing)
  • How to adapt those elements for any content or messages, no matter the location or length
Tamsen Webster

Tamsen Webster

Founder & Chief Message Strategist
Find The Red Thread

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