12 Immutable Laws of High-Impact Messaging — Brendan Dell // Brendan Dell

The biggest mistake people make with messaging is a lack of clarity. But to get clarity, everybody needs to be aligned, sales, marketing, board members, and investors, on where exactly you're going to win and how you're different. Want to know more about this immutable framework of high-impact messaging that works? Listen to Brendan Dell, Messaging Expert and Tech Executive, as he discusses the 12 immutable laws of high-impact messaging.
About the speaker

Brendan Dell

Brendan Dell

 - Brendan Dell

Brendan Dell is Messaging Expert and Tech Executive

Show Notes

  • 02:25
    Why the immutable laws of high
    People think a lot about their features, and they think a lot about their tech stack but don't think about how I will tell this story.
  • 04:40
    Anchoring bias and building a moat for your brand
    An anchoring bias is one of these biases, where it says that once I've made up my mind, it's challenging to get people to change.
  • 07:38
    How do you establish and use anchoring bias to your advantage?
    No doubt theres first mover advantage in any category, but there are ways you can create a sub-niche for a specific group of people or problem and still win.
  • 10:48
    What are the 12 immutable laws of high
    The book is a response to how to document the practices to be effective and that govern effective messaging.
  • 11:39
    Applying the laws
    Start with who your buyer is. Know the problems they want to solve with your product and be clear with your messaging.

Quotes

  • "Everything is a commodity now in technology. Everybody's building things. The features are largely the same; the products are largely the same. And because there's so much parity in what's available to people to build technology, features quickly become commoditized." - Brendan Dell

  • "Where do you differentiate? One of the moats you can build is brand and how you tell your story and deliver that message in a way that's different and unique from everyone else out there." - Brendan Dell

  • "A moat is a notion that you create some chasm around your business that it's difficult for other people to cross." - Brendan Dell

  • "Anchoring bias is one of the cognitive biases humans universally display unless you're aware of it. Confirmation bias is another: if I think I'm right, I will look for examples that prove me right." - Brendan Dell

  • "An anchoring bias is one of these biases, where it says that once I've made up my mind, it's challenging to get people to change. And we can see this in popular culture with things like politics." - Brendan Dell

  • "There are ways that you can then sub-niche within these categories and find different ways and angles where you can make yourself for a particular group of people or a particular subproblem within that category, to carve out your own space where that group within that category thinks you're right for them." - Brendan Dell

  • "How do I give people a set of principles to think about when they're writing and creating messaging? The book was my response to that on how to document the practices that I've seen to be effective, that govern effective messaging." - Brendan Dell

About the speaker

Brendan Dell

Brendan Dell

 - Brendan Dell

Brendan Dell is Messaging Expert and Tech Executive

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