“ost of the inconveniences that make men swear or women cry are really sentimental or imaginative inconveniences—things altogether of the mind. For instance, we often hear grown-up people complaining of having to hang about a railway station and wait for a train. Did you ever hear a small boy complain...
Would you rather be #1 in sales or profit?
I bet you answered “profit,” but ask yourself if that’s really what you’re focused on. The siren song of growth is powerful and it wrecks many a marketing plan. Too many companies establish goals like “doubling sales in five years” without thinking through the profit implications. Would greater economies of...
A face can launch 1,000 leads…
B2B marketing Rule #4: If you need a quick, easy, and inexpensive way to engage your audience visually, add a face! The vast majority of people find other people fascinating, or at least impossible to ignore. So capitalize on that when considering B2B marketing graphics. Remember that before you can...
Marketing without good content is an emperor without clothes
Marshall McLuhan famously declared “the medium is the message” way back in 1964. Fifty years later, we still seem to focus on questions like whether LinkedIn is a better social media platform than Twitter — Even in business-to-business marketing. Maybe that’s because it’s much harder to figure out how to...
“Something” beats “nothing” every time
Every marketing challenge is different and therefore deserves thought and a creative solution. But I still find it useful to consider a few rules of thumb, the first of which is: “Something” beats “nothing” every time. In other words, it’s always better to do SOMETHING to promote your product. On...
What’s in it for YOU!?
If this headline grabbed you, you’ve revealed the power of psychology without substance. Ultimately, closing the sale in a business-to-business transaction depends on offering substance that addresses real self-interest, even if that self-interest is more emotional than logical. You can’t win with psychology alone. But you need to understand how...
