Irresistible Content for Immovable Prospects

Marketers tend to spend a lot of time thinking about why prospects should buy our stuff and very little time analysing all the reasons they shouldn’t.

In this, our latest slide-a-palooza, we attack the single biggest obstacle every marketer faces – especially, but not exclusively, marketers of disruptive solutions. We also look at some ways to overcome this formidable foe, win the girl*, and earn the keys to the kingdom.

If you recognise your own marketing challenges here, let us know below.
We crave engagement like a skinny guy at a junior prom.

*Gender may vary. Void where prohibited.


great post.
The slides are relevant and very interesting.
In particular, the creation of data-based content.
For me the most interesting part.
thank you so much

Thanks, Federico!

You guys get me! As a marketer diving head first in to the world of content strategy and creation, I can’t begin to tell you how great your content is.

So relevant. So helpful.

It has been a great guide for me, and I can’t wait to implement it into my own work.


    Thanks, Katie! Made our days.

Gotta admit. I have a content crush on you. Every single piece you do is a masterpiece of design and messaging. Thank you for being a breath of fresh air in the smog of BS content

    Well, you just made our day, Dawn.
    Thanks so much for that.
    We work hard on this stuff and so it means a LOT when it resonates with smart folks like you!

I read this from a small town in Argentina, and i cry because this site is only written in English, and i think: wow, so much (spanish) people should read this content. Thanks a lot.

Thanks Doug – this is refreshing to hear and I couldn’t agree more, because we actually do spend a lot of time creating ‘sales content’ for our clients. The content revolution has taught us that we have to start with the problem, not the product. With the customer, not us. (Actually, we always knew this – but our clients finally get it now.)

But my question is, can you still define this as ‘content’? Or is it simply a better way to write the sales copy (pitch decks, presentations, emails, proposals) we’ve always created? Would love to hear about any great content examples that you’ve seen.

    Thanks, Sara.
    Well, I still call it content. But I’ve always felt that there’s no clear line between promotional content and ‘helpful’ content. If you believe in your products, then promoting them IS helpful!

    You might like the blog post, “Can we promote products again?”

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