“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...
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...
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...
Are you working with an overconfident gorilla?
A recent book argues persuasively that we can’t be terribly sure of our perceptions, memory, or self-assessment (The Invisible Gorilla by Christopher Chabris & Daniel Simons). But I think my favorite insight was learning that although confidence is a trait that varies from person to person, it actually has little...
