Tag: selling

17 credibility builders that make your claims believable

Anyone can claim anything they like about their product or service. Claims are empty. Your job as a marketer is to get believed.

But credibility is a funny thing. It’s hard to pin down exactly what makes us believe one person and not another; or believe one claim while remaining suspicious about a very similar claim made by someone else. Need some cred-builders? Here are seventeen…

How Steve Jobs (and Dick Hardt) wows the crowds

Our friend and client John Watton, Marketing Director of ShipServ, recently shared with us a Business Week article that dissects and analyses Steve Jobs’s latest keynote at Macworld (the one where he launched the MacBook Air). This ‘ten point framework’ will make your PPT’s hum…

Empathy and foreplay in B2B Marketing

I don’t know how else to put this: nobody gives a shit about you. Your software or service or widget may be the center of your world but the people you’re selling to have better things to think about. Once you accept this simple fact, your marketing will get a lot better – because you’ll realise that your first and toughest job is to stop people in their tracks and offer you a small flake of their most precious, scarcest resource: their attention.

7 ways to improve the signal-to-noise ratio in B2B marketing

Every marketing communication has two parts:

• The Signal – your message; the thing you want people to take away
• The Noise – everything else; the things that distract, delay and get in the way of the signal

Most B2B marketing – especially in technology businesses – is so full of noise, the static drowns out the music.

Building a B2B case: 8 tips from criminal lawyers

We B2B marketers are in the business of building cases. We’re advocates. So I did some research into how lawyers do what they do, focusing in on the summation to the jury, where the whole case comes together into one clear argument…

Building a case: structure before style

Good arguments are always well structured. Bad ones tend to be poorly assembled. Structure isn’t especially difficult. The main thing is to decide on one and to follow it. Here are a few tried and tested structures…