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 […]
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. […]
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 […]
I’ve written a bit a lot about the importance of addressing reason to believe in your copy and communications, it’s one of three key elements to interlace into your story – benefits and difference being the other two.
Reason to believe can be heritage, degree, reference, testimonial, award, recognition, guarantee, case study, etc. Anything that […]
And. But. Because.
We were all taught you never begin a sentence with any of those words. It’s not proper language. But that’s how most people speak.
I make more grammatical errors than most people and am a life-long student on the proper use of words, tense, and punctuation. I am master of the fragmented sentence. Thanks […]
The common way to crate a presentation is to write it in the order it’s given - slide 1, slide 2, slide 3…But this is not the most effective way to prepare a presentation or get the greatest impact. The best way to create a presentation is to write the last slide first.
The last […]