In 1983, Warren Buffett’s Berkshire Hathaway bought a home furnishing store for $55 million (serious money 30 years ago and not bad today). The deal was done on a handshake. Even though the company’s financial statements had never been audited, Buffet didn’t ask for an audit. He didn’t take inventory … or verify the receivables … or check property titles. Why would a man renowned for his due diligence take such an outsized risk on … [Continue reading]
Three epic B2C brand messages. And lessons for the B2B marketer.
B2B marketers can learn a lot from the world of consumer advertising. Although they won’t admit it, B2B customers tend to make purchase decisions based on emotion – just like consumers do. Business buyers are humans, too. How can you build a message that gets past features and benefits to connect on a deeper level? Take a look at what three epic B2C brand messages can teach us… EPIC MESSAGE #1: “Built Ford Tough” Ford … [Continue reading]
Break the “Curse of Knowledge” before it kills your pitch
Last week I had the opportunity to provide one-on-one pitch coaching for five different entrepreneurs. It was a lot of fun. This was part of a startup competition (similar to Shark Tank) hosted by Cox and Inc Magazine. One of the concepts we covered in each session was a sales messaging principle that applies equally to startups and Fortune 500s: be incredibly specific. It sounds obvious, but it doesn’t come naturally. Here’s why. You’re too … [Continue reading]
- « Previous Page
- 1
- …
- 11
- 12
- 13
- 14
- 15
- …
- 21
- Next Page »