Your prospect just asked for more info on that new solution / process / whatever of yours, but you don’t have anything to send them. Don’t panic. There’s a fairly easy way to create an instant one-sheet (hey, nothing to do with writing is 100% easy). It’s based on an old writer’s trick of mine – and it’s a handy tool to keep in your sales messaging belt. Here’s the trick: whenever you have to … [Continue reading]
Three reasons why cause is king in B2B content marketing
IBM isn’t out to sell hardware. Or software. Or even services. They’re out to build a smarter planet. And you can learn all about it in scores of articles, videos, whitepapers, and blogs on their website. When you go to their homepage, you’ll see inspiring thought leadership. And you’ll want to read more. When you go to many of their competitors’ websites it’s a different story. You’ll see all the usual headlines extolling the virtues … [Continue reading]