Posts Tagged ‘messaging techniques’
Why you don’t want to sell quality
Look through the language you use to talk about your business. Consider your website, your pitches, your business cards, your brochures, the way you introduce yourself at events and in interviews. Now review all that language asking yourself a single question: what’s the alternative? “Quality” is not a quality message Imagine that you are about…
Read MoreFind out what your clients fear
All of your clients want something. All of your clients need something too. And all of your clients also fear something. They may talk about it, ignore it, or not even have thought about it yet. Still, they know that every decision they make involves some risk. What are the risks Every decision carries risk. …
Read MoreAre you making your brand work for you?
What’s in a brand? More specifically: what is a brand? The varied definitions you will find always describe how people know and recognize a company. Whether it is a logo, a slogan, or a design, the visual brand is a symbolic representation of your company. But humans are complex beings, and to every symbol, we…
Read MoreHow to describe the technical benefits of your service
Your clients want to know what’s in it for them when they buy from you. They want to know the benefits of using your service. Note the plural use of the word: there are always multiple benefits and as a business owner or leader, you must know what they are. Last time (link above) we…
Read MoreThe jargon you don’t know you are using: how to find & replace it 🗣️
What jargon is jargon? When does a word go from being simply a word to being almost nonsensical? What is the tipping point from “I’m talking” to “I have stopped making much sense”? I feel so strongly about the (mis)use of jargon that I have a whole series of jargon-related posts on this website. My…
Read MoreYes: Your Clients Know What They Want
It is a common refrain: “My clients come to me without knowing what they want. But I listen and learn and then I can guide them.” There are two sentences there, and only one of them is correct. What clients want When I come across a client expressing this sentiment I always pause for a…
Read MoreWhat Is Your Next Customer Doing, Right Now?
How do you know who is ready to buy from you, right now? How do you know who else would be willing to buy from you, if you managed to speak with them? How do you know who else would buy from you if only they knew that you existed? How do you know who…
Read MoreFeatures Or Benefits
What is the difference? Which is more important? How much does it matter? At some point － maybe working on your website, or hiring your first marketing agency, or responding to a client request － you have been confronted with the battle between features and benefits. And perhaps a debate about which one is more…
Read MoreEducational Sales
“What should I do with this email list?” Not an uncommon question, and there are numerous strategies and tactics you can employ to make the most of your email list. But before you design your cadence, you must determine your governing strategy, which is more about your business than it is about your email list.…
Read MoreInnovate Always
It is a growing trend to see businesses allocate specific time to strategy and innovation. And that’s a good thing. But it shouldn’t stop there. Innovation will be effective if it is based on the correct information. That information gathering should be happening continuously. Here are two ways you can build innovative thinking into your…
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