Go find your cat. I’ll wait. … No cat? Borrow one; people leave them everywhere. Now look the cat in the eye and ask, “how likely are you to recommend me to a friend or colleague?” I’m going to bet that if you have this conversation with ten cats, one of them will climb into […]
What To Do With Your Detractors
Here are some signs you might have a few Detractors in your customer base. There are websites dedicated to the humiliation and destruction of your brand, this one. Your customers park backhoes across your employee parking entrance, like this guy Your customers publicly destroy their purchase with a sledgehammer, and invite passersby to help, like […]
What To Do With Your Net Promoters
I like answering surveys, and I like to think it`s due to more than a fondness for radio buttons. I imagine I`m paying it forward for the many times I will need to go out and do research in the future. So it should not surprise you, dear friends, if I was a little stunned […]
Just Because It's Content, Doesn't Mean It's Good
It must have been about June when Linda called. “Do you know a good B2B writer?”, she asked. I did but not one I was willing to hand over to Linda’s nasty content factory. A few weeks later it was Alex with this observation: “Every decent writer in this city is either on maternity leave […]
Is Content Marketing Killing Sales?
What’s faster than a squirrel with a nice big nut in its sights? Other than Volkswagens (I really did try to stop) and ambitious dogs, the Internet comes to mind. Last week we tackled the sad truth about B2B content: most of it (60-70%) goes unused by sales teams. There a few reasons for this, […]
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