Capturing your sales message on a whiteboard isn’t easy. We’ve often found ourselves scribbling odd shapes, confusing graphs, and funny-looking stick figures until the eleventh hour as we try to come up with the “big idea” for a client’s whiteboard sketch. That said, we’ve found that the best whiteboards typically have three core elements. And once you know what you’re shooting for, it’s easier to hit the target. Three elements of a winning whiteboard sketch: … [Continue reading]
How to sell big, costly, disruptive solutions. And root canals.
My dentist just walked me through the buyer’s journey. Boy, did it hurt. But it was worth it. I learned a crucial lesson about how to sell costly, disruptive solutions. Without going into the painful details, I’ll just say this: the buyer’s journey is all about three stages of agreement. I was not willing to do anything about that stupid tooth until my kind-and-gentle dentist could get me to agree on three things: (1) it … [Continue reading]
Five things that happen when marketers tell the truth
Too many companies assume they’re expected to say “yes” to every question … to be the best at everything … and to be constantly reminding you how superior they are. Yet, those very same companies wonder why more people aren’t buying their message. Maybe it’s because the goal of great marketing is not to become a better liar. It’s to tell the truth about your company and tell it well. And the truth is that … [Continue reading]