You look at your prospect’s current solution. It may not be very efficient or competitive, but it’s theirs. They invested in it. They understand it. And, some of the people you’ll be presenting to were probably responsible for creating it – or at least choosing it. Now what? You know it isn’t a great solution, but how do you tell them that? For starters, don’t make this about their solution. Yes, it’s an inadequate solution. … [Continue reading]
About John Reed
A simple presentation hack you should’ve learned in high school math
It was my first job after college, and I was working as a writer for a British ad agency. I’d been asked to come up with a new campaign idea for one of our B2B clients and had developed something I was pretty excited about. However, when I presented My Big Idea to the decision-maker on the account – a smart marketing guy that I admired immensely – he wasn’t impressed. Instead, he just made … [Continue reading]
When bad news happens to good marketing messages
Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
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