Friday Find #27: Hear the whole story We spotted this message outside a hearing aid store, and it came through loud and clear … This sign could’ve just said, “Meet with a qualified audiologist.” But messages like that are too easy to tune out. So, this company put a big wakeup call in their window instead. The takeaway? People respond when messaging creates tension between their present state (only hearing the gist) and their ideal state (hearing … [Continue reading]
Sales Messaging
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]
If your doctor used your B2B sales deck
When was the last time your doctor walked into the exam room, opened up a PowerPoint deck, and started the conversation with, “I went to Johns Hopkins for medical school, did my rotations at Stanford, and have been treating rare diseases for 20 years. My patients include everyone from busy professionals to young families to geriatrics. And here are some of their pictures …” It’s never about the doctor. I’ve had knee surgery (three times … [Continue reading]
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