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]
The one question we get asked most often
I haven’t taken an official poll, but I’m pretty sure there’s one question B2B sales and marketing leaders ask us more than any other. It often comes up in the very first meeting with new clients or gets asked after we’ve spoken at an event. And it goes something like this… “Our company has all these different products and services. We’re in all these different markets. We’re talking to different decision makers with different responsibilities … [Continue reading]
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