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]
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Three B2C messaging hacks for B2B marketers
On a recent flight to San Francisco, I rediscovered some great messaging hacks from the daughter and business partner of the man who “invented” positioning. I was reading her new book about the most successful consumer advertising slogans of all time. The more she talked about the techniques used to create these B2C messages, the more I thought about how well they translate to B2B messaging. The book is called Battlecry, by Laura Ries. In … [Continue reading]