News From... Silver Bullet Group


Silver Bullet Group Publishes Principles for Highly Persuasive Messaging


PR Contact: Teri Yazdi

Silver Bullet Group, Inc.



Utilizing objective evaluation criteria to create the most effective customer communications

WALNUT CREEK, CA — March 23, 2010 — As the crowded global environment becomes even noisier in a sluggish economy, traditional sales and marketing tactics continue to achieve limited results. Thus, it’s more imperative than ever that business-to-business organizations improve upon established practices for creating and delivering their value proposition to customers. Sales and marketing professionals must learn and apply new tactics when it comes to messaging if they want to have more influence on the customer’s decision to buy.

This critical requirement is the crux of the Silver Bullet Group’s article, “The Principles of Highly Persuasive Messaging?. Released on February 23, 2010, via Silver Bullet Group’s "Sales Messaging Matters" newsletter (Vol. 5, No. 1), Part One features the first 10 of 20 objective evaluation criteria for creating clear, concise and relevant messaging.

“In today’s tough market environment, high-tech companies are seeking practical and near-term ways to improve win rates,? says Michael Eckhardt, Senior Managing Director of The Chasm Institute. “Our 18 years of teaching market strategy workshops show that high-impact messaging is one of the single greatest drivers of sales effectiveness. Companies will therefore benefit from such a timely set of messaging principles and evaluation criteria.?

According to sales effectiveness research firm, CSO Insights, and illustrated in an excerpt of its 2008 Sales Performance Optimization Report, improving sales messaging has the highest impact on sales effectiveness for the lowest cost and the least effort. “If creating great messaging came naturally, more people would already be doing it well,? says Barry Trailer, managing partner of CSO Insights and an expert on sales methods in complex business-to-business environments. “Everyone is under pressure to optimize performance within shorter time frames. Without a guide for what constitutes great messaging, it’s easy to overlook the basics that make a big difference.?

“Sales messaging is the most crucial category of messaging in persuading potential customers to buy your product or service,? says Michael Cannon, Silver Bullet Group CEO and the article’s author. “Often the messaging we see is highly descriptive and not specific to a particular customer. If businesses improve the words they use to communicate, they can increase win rates by 15% or more almost immediately.?

Part One covers 10 of the 20 criteria, including targeting the buyer by audience type and buyer role, and defining clear capability advantages. In the Spring 2010 edition of the "Sales Messaging Matters" newsletter, Part Two will discuss the remaining 10 criteria, including making the customer the hero and avoiding the use of “gobbledygook? adjectives.

Receive free practical insights for improving sales and marketing effectiveness by subscribing to the quarterly "Sales Messaging Matters" newsletter:

Members of the media interested in scheduling an interview with Mr. Cannon to discuss “The Principles of Highly Persuasive Messaging? or his company may contact Teri Yazdi (see contact info above).

About Michael Cannon

Michael is an internationally renowned sales and marketing effectiveness expert, best-selling author, CEO of the Silver Bullet Group and creator of the Silver Bullet Sales Messaging® System. To learn more, visit or call 925-930-9436.

About Silver Bullet Group, Inc.

As the global leader in messaging effectiveness, we help BtoB companies generate more revenue from their sales and marketing investments, by improving the words (messaging) and the tools they use to persuade people to buy from them. To learn more, visit

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