The most difficult job marketing has today is to get their buyer’s
attention. In a world of digitally empowered buyers. And so much noise.
The great news is that marketing can do it. We can leverage the science of
buyer behavior and our minds to intrigue and influence our buyers.
This week I’m going to share three simple techniques to do just that with
your marketing materials.
Today - let’s chat about …
Going Visual to Grab Your Buyer’s Attention
We all say we know the power of visual. But do we actually do it?
Most websites are still highly content oriented, especially when you look
beyond the home page. The same goes for product sheets, customer stories
and more. Sure, we have a couple of photos and diagrams. But that’s not
the key question.What is?
Is our Message – what we want them to Remember - Visual? Usually not.
Take a minute and go look at your website ... (more)
I don’t know about you, but I was taught that every detail had to be
perfect. For decades I drove everyone around me crazy getting those details
oh-so perfect. Drove myself crazy too if the truth be told. Perfection is a
very hard thing to achieve.
Today, I understand the truth.
My drive for details was a waste of time and energy.
That’s right. The reality is that our buyers or audiences don’t know or
even care that we didn’t get every single detail to perfection. So that
25 email stream discussing the perfect wording for the banner ad, or that
extra long meeting wo... (more)
"Anyone who says there's a one-size-fits-all approach to strategy and
positioning simply doesn't get it. Great positioning is as unique as the
specific situation. Strategic positioning is as much an art as it is a
science. And each and every situation offers a blank canvas."
Learn How to create Positioning Stories that
Touch your Audience
It's Not About You Anymore
People often ask me for a written version of my process. They assume I have a
paint-by-numbers approach to creating the strategies, positioning and stories
that are part and parcel of my consulting business.
They couldn't be more wrong.
There is no one-size-fits-all approach to strategy and positioning.
Anyone who says there's a one-size-fits-all approach simply doesn't get it.
Strategic positioning is more art than science. And each and every client is
a new canvas.
Great positioning is as unique as every situation. You have to be flexible,
nimble. My "methodology" is more a way... (more)
I saw an article in BNET last week that just plain ticked me off. To Sell
More, Scare your Customers Spitless also sparked a little Twitter debate when
I ranted about it. I was a bit surprised by a few Tweets declaring FUD as an
accepted sales tactic and fear as a great motivator.
I sold mainframes against IBM in my formative 20's. I cut my teeth on FUD. I
won deals against it, and I didn't use FUD to do it. But that's another
The BNET article went way beyond FUD in promoting Provocative Selling. The
fundamental premises are similar to the way many of us have sold/marketed... (more)