The Missing Ingredient In Sales and Marketing Prior to a decade ago, impersonal advertising ruled the world. At the time, wizards of promotion reached massive audiences to tout brand authority or product reliability as the key benefits for the buyer. With a relatively captive audience, marketers achieved tremendous success using well-produced advertising to generate demand for …
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3 Things About Marketing You Can Learn From Politics Let’s face it. The 2016 election was historic. Never in American history has a candidate battled sixteen primary opponents, his own party, the opposition party, the media, the pollsters, international corporations, and the outside world and still managed to win. Analysts and history buffs will study this …
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Enough Chit-Chat, Let’s Get Down To Business You worked hard for this appointment. You sized up the prospect, researched the company, and determined how you could help their business. It took weeks to hunt down the Decision Maker. You made it past the Gatekeeper. You set up the meeting, and much to your relief they didn’t …
Cold Calling Works, You Just Suck At It You’ve heard it said before, often with a smug tone and a noticeable air of relief: COLD CALLING IS DEAD! All you need is research, a handful of online marketing tools, and a strategy to attract leads to you. Inbound marketing killed the cold call. But did it really? Let’s say …
3 Ways To Think Above The Work You know the feeling. It’s Monday morning, and you look at your schedule. There are no breaks. The days look long. You already start thinking about which nights you’ll work after hours just to catch up. Being underwater is an understatement. Companies in constant motion find themselves cruising so …
Buyer Personas In a Fragmented World All too often, companies don’t know who their buyers are. Sounds hard to believe, right? How can you sell something if you don’t know who is buying? Yet, it’s not uncommon to run across business owners who are so busy selling they don’t have a deep understanding about who is …
Five Reasons Companies Crash Overnight You’ve seen it before. Grand Opening! Grand Closing… Sometimes within a year. Right as a company is soaring to its greatest heights, in comes an unexpected storm, and down it goes. In many cases, the demise of a company is predictable and preventable. Danger is apparent long before the drop in altitude occurs, …
What Out-Of-Home Advertising Can Teach You About Messaging “Brevity is the soul of wit” – William Shakespeare “Words may show a man’s wit, but actions his meaning.” – Benjamin Franklin Blight. Visual pollution. Sewage on a stick. I’ve heard it all before. After 9 years in the out-of-home industry, I’ve encountered every attitude and opinion, positive and negative, …
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Divining Rods, Compasses, and Maps Marketing. Advertising. Sales. Skullduggery. To many people these terms are interchangeable. Little distinction is made between blatant manipulation and ethically guiding buyers to make informed decisions. Fairly or not, this is largely driven by the perception that many marketers, advertisers, and salespeople use unscrupulous tactics to fulfill their needs instead of the …