Too many sales professionals start their pitch in the weeds. Google Cloud ads start with the big picture. For example, here are the first sentences in one of Google's ads as it appear in NYT.
"Google Cloud is helping Target and its guests redefine the shopping trip" (Wall Street Journal , February 11).
Peak your prospect's interest with the big picture before diving into ...
Now it's time to explain what the product does. The second and third sentences of Google's print ads explain how existing companies are using Google Cloud.
For example, Targe...
At some point, of course, decision makers require much more information than your initial pitch. Provide increasingly deeper levels of information.
The ads f...
Effective communication is simply good teaching. Provide simple, clear explanations that explain benefits (the why) before the details
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