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,...

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...

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...

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’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,...

At one time of another, I expect we’ve all been there — put on the spot to say something and not quite knowing what to say. It can happen on the phone, in a meeting, following an introduction, etc. Here’s...

A commonly cited problem with cold calling is it’s an unwelcome interruption and merely a shot in the dark. Both ills result in a colossal waste of time — the first risks damage to your reputation and the second is...

Reading a local publication earlier this morning, I noticed a couple real estate ads printed next to each other. Both ads read the same — name, rank and serial number. And both ads offered the same reason to call the...

Reason to believe is a huge part of a compelling core story, it’s the reason a prospect feels secure becoming a customer. Reason to believe is a form of proof the benefit you offer is real and the price is...

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...