Executive Strategy Group Blog The Highlighter Trick

When communicating your value, it’s easy to get caught up in touting the features and benefits of our own products and services. However, a crucial shift in perspective can make all the difference in how your audience perceives your brand. Today, I want to share a quick but powerful exercise that can revolutionize the way you approach your sales and marketing efforts. It’s something I call the Highlighter Trick—a simple yet effective way to ensure your focus remains on what truly matters: Your Customers. The Highlighter Trick: A Step-by-Step Guide Here’s how it works: Why the Highlighter Trick Matters This exercise is designed to help you visually and mentally assess just how often your marketing is “me-centric” versus “customer-centric.” Let’s break down why this matters with a few examples: Why Customer-Centric Messaging Wins The reason for focusing on customer-centric messaging is simple: Customers don’t care about how great we think we are—they care about how we can solve their problems. When your messaging zeroes in on the customer—what they need, their pain points, their goals—that’s when real engagement happens. At ESG, we’ve embraced this approach because we know that the companies that succeed are the ones that understand their customers […] The post The Highlighter Trick appeared first on Executive Strategy Group.