There are few things more exquisitely strange than a three-year-old with an idea. Any idea at all will do. What happens is the enormity of the idea quickly spills out of their tiny heads and into their mouths and thence into the world. They will not be ignored. Ignoring a toddler with an idea is […]
It's Time to Kill Off Your Dreary Customer Reference Program
Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. From the Customer Abuse departments to the save gates to Being Creepy to the ineffective measurement of misery, we have generally come up lacking, both on the B2B and B2C […]
Getting Commitment Requires Primal Selling and Quiet Marketers
There is a video making the rounds lately of a runner who, finding himself well out in front in the final bit of the race, decides to ham it up a little with the crowd and, you guessed it, fails to notice the competitor who sneaks up and crosses the finish line first. If […]
Preference and Its Pylons
Marketers can sure get in our own ways when we try to create preference. We clap on and on about our great customer service and low prices but we don’t always remember to mention the problem we are solving. Our prospect, on the other hand, never forgets the problem they need solved. Too often we celebrate […]
Awareness Plus Fatigue Does Not Equal Consideration
Consider this: most people don’t give a sh*t about whatever it is you are trying to sell. They just don’t. There is only so much room in any given brain to give a sh*t about stuff, and you’re up against stuff like Game of Thrones, videos of Russian car accidents and, for B2B, dialing into conference calls […]
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