Friday Find #3: The ultimate food truck We saw this massive message parked at a shopping center in the ’burbs and fell in love … The truck could’ve just said, “Papa Johns Pizza.” But instead, someone seized the opportunity to turn a perceived negative (“we’re a giant corporate brand – not a cool local artisan”) into a fun positive. The takeaway? A little humor and self-awareness can make your brand more likable. Friday Find #2: … [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]
Avoid the Guesswork Gap
One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]
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