I couldn’t begin to tell you why, but last night I was thinking about the single best marketing tip I could give someone. This would be the best single piece of advice I could give someone to better their story and communication with prospective customers.
The answer was immediate:
Every time you find yourself presenting, speaking, […]
There are many parts to a successful B2B lead generation campaign – profiling the contact is the most important. But there are two physical elements we need to look for, continually evaluate, and monitor for results in the copy of our campaign – offer and call to action.
In this case, copy includes sales letters, phone […]
We just finished the 2nd edition of our most popular Special Report on using direct mail in B2B complex sales lead generation campaigns.
Here is where you can learn more about this report: CLICK HERE!
This report, first published in November 2006, was downloaded nearly 3000 times the first 12 months of its release and forwarded to […]
Something hi-tech marketing and sales people in particular love to talk about is their product and service seeds-feeds-features-functionalities. These are the numerous things bulleted on datasheets and technical bulletins. And they’re the things a prospective customer cares little about…unless you let them.
It’s true. Customers don’t want to buy whatever physical product or service you sell. […]
Not long ago I overheard two businessmen speaking. One guy repeatedly reminded his colleague of his near 30 years experience. The conversation became comical as longevity became the basis for being right. One man had 30 years experience, the other 20. An extra ten years on the job makes you smarter than the other person. […]
While at the post office recently, I picked-up a flyer for a local business. The business is a party and event company - they supply everything from balloons to tents and offer lighting and catering services. How do I know this? It says so on their one page flyer.
Their flyer lists service-by-service the things […]
When you make an offer to a prospect, you have to give them something to believe in. This something is evidence in support of them realizing the benefits of your offer. In other words, you have to convince your prospect you can deliver everything they are buying – not your physical goods and […]
It comes up in conversation with clients and perspective customers time and again.
It’s an important a critical concept: The purpose of B2B lead generation isn’t to sell.
Here's why: B2B sales prospects, especially true in complex sales, won’t and can’t buy without a direct dialogue with the seller.
So, your B2B lead generation activities should […]
Every direct response marketer and copywriter knows testing is the secret to success in any marketing and sales campaign. As professionals, we can leverage our experience and reason why a campaign should be successful, but until we execute the campaign, establish a control, adjust, re-launch, and measure response again…we really don't know much about the […]
No matter how great your offer, you’re going to encounter prospects that either won’t or can’t buy. Four out of ten hits at bat gets you into the Hall of Fame, what do you do the other 6 times?
Ask for a referral.
If a prospect won’t buy, ask them who they believe you should call […]