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]
When bad news happens to good marketing messages
Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
- « Previous Page
- 1
- 2
- 3
- 4
- 5
- …
- 12
- Next Page »