Financial advisors and accountants always tell me that their messaging sounds bland and boring, commoditize in a world of SO MUCH competition.
I've said this at public speeches, in conference presentations, and large team offsites: DON'T LEAD WITH BROCCOLI. We all know we need to eat our veggies and broccoli, but let's face it, It's not very inspiring!!
Lead with people's personalized sizzle, what excites them, what drives them.
Is your company messaging doing that right now? Would YOU be a client if you were not working there?
As Steve Jobs says in this video, think about the Milk ad; they could have said "Drink your milk", and it too would have been bland. But "Got Milk!"; we all remember that ad!