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]
Oh no! Turns out negative sales messages get positive results.
You’ve won a lot of sales by saying, “yes.” “Yes, our widgets work for all people everywhere.” “Yes, we’ve handled plenty of projects like yours.” “Yes, we can get you that tomorrow.” Negative words like “no” are the bad guy. “No” limits opportunities, turns away customers, and drags down business. Clearly “no” and its cousins – “not,” “never,” and “can’t” – don’t belong anywhere near your sales and marketing messaging. Or do they? Your positive … [Continue reading]
Three B2C messaging hacks for B2B marketers
On a recent flight to San Francisco, I rediscovered some great messaging hacks from the daughter and business partner of the man who “invented” positioning. I was reading her new book about the most successful consumer advertising slogans of all time. The more she talked about the techniques used to create these B2C messages, the more I thought about how well they translate to B2B messaging. The book is called Battlecry, by Laura Ries. In … [Continue reading]
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