Blog

The missing point in the discussion on interruption marketing

It’s hard to find many marketers who defend interruption marketing — phone calls, advertisement, direct mail, email, etc. The fashionable thing to do is go soft — ask for permission, avoid the topic of taking action, suggest and hint instead...

Tired of competing on price? Here’s an example of a company who changed the rules

The simplest way to avoid becoming a commodity — subjecting your offer to price comparisons and low, to non-existent, customer loyalty — is not to allow yourself to be common. The secret is obvious: make yourself an orange to compare...

The hidden opportunity for many company websites

Webkick is the web application of Saleskick, a portfolio of services to help companies better communicate with target audiences to help them sell more — faster. For example, a Saleskick principle is no one wants to buy the things you...

Making sense of what, why, and how

I recently submitted a post to a blog carnival that ended its posting requirements with this statement – Remember, how beats why. Wrong. Both are critical. And both beat what, which is what I think they meant. Here’s why. How...

6 things you should do if you just lost your biggest customer

“I just lost my biggest customer. What should I do now?” Some companies survive month-to-month on the relationship of just a handful of customers. Worse, some businesses survive in great part because of only one customer. Many sales reps live...

Sometimes things are too good to be true — maybe there’s an opportunity

I received an offer in the mail a while ago that looked great! Maybe too great. That’s the problem, it’s too good be true. Where’s the small print? I know somewhere in here there’s a catch. Why do I feel...

Core Story: How advantages fit into the benefit discussion

Advantages are often confused with benefits in marketing and sales communication — mucking-up a core story. As salespeople, we too often tout advantages as the reason to buy from us — a big mistake. Advantages are the things you can...

Core Story Example: Lead Generation Letter

One of the common questions about core stories is how they are used in sales and marketing campaigns. This post will provide an example. ======= I don’t define a core story as an end, such as a presentation, white paper...

Core Story: An example of a company with the wrong message

Leaving the post office not long ago, I picked-up a flyer from a local business — a party and event company that supplies everything for a celebration including balloons, tents, lighting, and catering services. How do I know this? It...

Core Story Whiteboard

The image above is a pic I took of my whiteboard yesterday following a conversation with a colleague — we were discussing core stories and their affect on marketing and sales efforts. The board holds the notes I wrote while...