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]
Four tips to help you crush the competition – from a 1935 sales playbook
I spent a few winter months of my childhood living in an 1800s watermill on a small farm in England. Inside the traditional farmhouse kitchen sat a large, blue, four-oven Aga cooker. Little did I know when I first experienced the warmth of that Aga stove that one of the most famous Madison Avenue advertising men of all time – “The Father of Advertising” – got his start in his early 20s as an Aga … [Continue reading]
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