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]
How to explain what you do in eight seconds or less
There’s a stat floating around the web that the average attention span of a human in 2013 was about 8 seconds – down from 12 seconds in 2000. According to the same sources, the average attention span of a goldfish is 9 seconds. As it turns out, that may not be entirely true (even though it’s been quoted by some pretty credible sources). However, when you take a closer look at the numbers, there’s an … [Continue reading]
Hedgehogs, chasms, and how to make your complex message stick
It’s a tall order. How do you get your overworked, always-connected, crazy-busy prospects to actually remember your value prop? Especially when it’s a complex B2B message. They’ve already got too much on their minds. How can you make your message stick? There is a secret. Scientists, politicians, authors, and academics have been using it for years. Yet, it’s so simple that it often gets overlooked in sales messaging. What’s the secret to making your complex … [Continue reading]
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