Friday Find #4: You only get one brain We ran headfirst into this message at the bike shop, and it stopped us in our tracks … This poster could’ve just said, “We make quality bike helmets.” But people tend to shrug off a “look at my product” message. There’s no emotion in it. And nothing to make your buyers stop and think. The takeaway? Don’t just talk about what you do – talk about why … [Continue reading]
Are you writing like a robot?
Too much of the sales and marketing messaging in the B2B world is just plain robotic. It’s stiff, predictable, and packed with “corporate speak”. You feel like you’ve heard it all before … and you have. Which is why so much of it gets ignored. So, I decided to try an experiment: I would see if an actual robot could come up with something better (looking at you, ChatGPT). Getting emotional about B2B messaging I … [Continue reading]
If your doctor used your B2B sales deck
When was the last time your doctor walked into the exam room, opened up a PowerPoint deck, and started the conversation with, “I went to Johns Hopkins for medical school, did my rotations at Stanford, and have been treating rare diseases for 20 years. My patients include everyone from busy professionals to young families to geriatrics. And here are some of their pictures …” It’s never about the doctor. I’ve had knee surgery (three times … [Continue reading]
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