Two ladies I respect wrote three wise words that say it all: “Write Every Day!” Katie Yeakal (Executive Director) and Rebecca Matter (President) AWAI. Posted above my desk is a laminated Copywriter’s “Cheat Sheet”. It helps me, but not by cheating, per se. The poster, from American Writers and Artists Inc. (AWAI), reeks with wisdom […]
The “Service” economy replaced Industro-technology at the start of the 21st century. Now, I argue, “Sustainability” IS the new “Service”. That’s good news, because “service” we value, much more than “things”. What’s more good news? Service is sustainable. The bad news? We’re not culturally at the “sustainability thing” yet. Good service, the kind we happily […]
Ask this. “Hey”, you ask, “Doesn’t all successful marketing require a positive exchange between buyer and seller? Something you might call ‘a conversation’?” Yep. A smart guy named Erik Devaney of Drift Inc. suggests this: what’s broken is the means to the way we’ve been doing marketing and sales on the web. But, he adds, […]
It’s not as anal as it sounds. It’s an unshakeable commitment to under promising and over delivering. How often do you hear customer responses like: “You’ll do that? Fantastic!” “You will? Unbelievable!” “You did? Sensational!” “Wow, now that’s Service!” Those responses suggest a pleasantly surprised customer. They add up to FUSS! When you generate FUSS it usually means you […]
The wisdom of Jeff Bezos, Amazon founder and CEO, I have blogged about on my website and elsewhere before. In my opinion, he is one of the top two business change makers of the 21st century so far. (You choose the other at your leisure.) The last time was about how I agreed with him […]
They use email as a marketing tool … what did you think I mean? Email marketing can work very well for B2B providers, as long as these truths are self-evident: The product or service adds value for the sender, as well as, the receiver. The offer is easily deliverable. You don’t want to offer a […]
Together with your clients and prospects, build an “Idea Machine”. If anything should ever become real “Added Value” your marketing activities produce for those you want to do business with, the “I-M” is it. Your client has a problem you know your goods or services can help solve. He may not have clearly identified it […]
Like most people, you want to know “What’s in it for me & my business?” about a product or service presented to you. In other words (OK, letters): WIIFM? And you want the answer with speed and clarity. Hey, you’re busy. When you’re the seller you must answer the same question for your prospect just […]
The difference is not subtle. It’s attitudinal. Big time. B2B selling is more complex than ever. Adaptability is key to mastering that complexity. Adapting attitudes toward the changing roles and responsibilities of buyer and seller are huge. Changing buyer expectations present particularly new challenges for sales teams every day. To be competitive and hit revenue […]
How cliche is the “inevitability” of change? Is “chaos” an inevitable part of it? Certainly status quo is in disrepute. Change is happening everywhere. And yes, chaos comes with it for a while. Get over it. So what IS “The RIGHT Change” assuming there is a “right” and “wrong”? Depends. As usual. Change is hard. […]
