Introducing… Velocity 3.0
We don’t expect you to care about our new site as much as we do — but the reasons behind it all are super-relevant to every B2B marketer.
Luke Gain | 24. 05. 2023
7 books for B2B writers, editors and readers
I love books about writing. Here are seven terrific books for people who want to improve their writing (and reading).
Doug Kessler | 10. 01. 2023
Why feedback gets worse in a recession and how to handle it
As times get tough, negative feedback can turn into *bad* feedback: unclear, unactionable, and often a cry for help.…
Alanna Alexander | 15. 12. 2022
SilverStream LLC / Redwell B2B
June 12th, 2019
I just love your stuff. B2B marketers really need to read this. Every B2B salesperson knows, “No pain, no sale.”
But marketers insist on directing everyone’s feet to the sunny side of the street.
No one buys anything in business except to solve a problem. If you can’t talk about problems, you’re going into battle with one arm tied behind your back. Maybe both.
If only B2B marketers knew something about selling. Sigh.
June 18th, 2019
(Andrew is on hols so Ill answer for him):
Amen, Dave. Let’s start a counter-movement.
I really want to track down the person who wrote the marketing book that says you can never be negative… and beat them with a Nerf bat while singing “Always Look On The Bright Side of Life”.
June 20th, 2019
Thank you for this! As someone who helps B2B businesses with their customer research and developing more conversion friendly copy, I have come up against the “We don’t want to sound negative” and (my personal favorite) “We don’t want to talk about problems.” Every time, I find myself muffling a scream and my marketer self dying a little bit inside.
When you don’t talk about the struggle, the circumstances pushing prospects to seek a solution out, you lose an opportunity to help them see how much better life can be after they buy from you. But, more importantly, your prospects don’t see that you understand their pain. And, that’s a lost opportunity for empathy.
June 28th, 2019
Thanks, Jen. Fantastic point: unrelenting positivity is an empathy fail. Brilliant. Must use that in the next argument!