“Act like a shepherd”: The importance of messaging buy-in with Steve Earl

This is an episode for: product marketers, stakeholders and anyone that’s had to create or sell messaging.?

Throughout 2025, we’ll be exploring the path towards Presentation Excellence. One of the first steps to achieving such rare air is getting messaging buy-in. Without it, messaging adaption can never happen and it will have a huge impact on presentations throughout your organization.?

Steve Earl , Executive Director of GhostRanch, has a rich enterprise tech background which afforded him the experience of “selling” messaging buy-in first-hand.?

He shares 3 vital tips if you have also found yourself in these shoes, wondering how best to walk: 1) Think like a sales person 2) Communicate like it’s a high-stakes presentation (it is) and 3) Act like a shepherd.?

You are the wise messaging wizard and it’s up to you to bring stakeholders along the journey.

What's in the Spice Cabinet??

Tune into Steve’s other appearances on the ‘cast

• Episode 70: Steve Earl on the work before the Presentation Starting Line
• Episode 141: Best of Product Marketing (so far)

Advice for dialing in messaging?

• "?I get most of my refinement from working with salespeople…?I'm not a salesperson, I'm a marketer. But I felt that what really advanced the way I did messaging was by talking to the best salespeople and what was important to them And that helped get rid of the fluff, right?"

We mention Emma Stratton a few times

• Her new book, Make it Punchy, is the most fun book you’ll find on strategic messaging

Steve is a fan of behavioral science + marketing

• Corporate Visions’ work and content does this especially well

Steve’s walkout song?

• Beautiful Day - U2