If you’ve heard about core stories, but can’t quite wrap your head around them or have questions about their importance to a business, following is information that may help. I’ve seen core stories interpreted and delivered a number of ways,...

I hope you found the two part, eight step process to create a core story helpful: Part 1, Part 2. And here is a link to an introduction to core stories, including information on why they are so important. The...

If you haven’t already, please read part 1 of this topic for steps 1-4 to create your compelling story. Here’s the link. Step 5: Why should I believe you? We’re going to start the second part of this process with...

As I wrote in an earlier post, your core story is arguably the most important business-building tool you can own. If you haven’t already read that post, please take a couple minutes and read it now, it gives meaning to the...

For many, lead generation and sales letters haven’t worked well in the past. Some companies I talk to share stories of mailing letters and getting no reply at all. A common theme is they like the idea of direct mail,...

A common condition I encounter with a number of prospects and new clients is frustration with difficulty talking about their business. You’re in great company if you can’t quite find the magical words to express your company’s value and worth...

How cool would it be if there were a silver bullet in sales and marketing to retire quota and make lots of money? You know what I mean — the one thing we could say or do that magically makes...

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...

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...

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...