In the content frenzy of these pandemic days, there are few exceptions that stand out. What the people at Velocity Partners (B2B marketing agency) did in their last newsletter struck me. Here is why. It is possible to use a widely overplayed concept (Working From Home) and one of the most frequently felt feelings nowadays … Continue reading Content frenzy
Category: marketing
Reassurance
People seek reassurance. That's true also for business buyers. And so, the sense of urgency, threat, panic that transpires from your content is most likely driving them away. People seek reassurance. That's true also for employees. And so, the unilateral changes, the top-down priority, the additional stress that are communicated with dry words are most … Continue reading Reassurance
Now
It is pretentious to frame your marketing messages with the idea that all is the same, nothing has changed, and your product is as relevant as it always was (if not more). People have (momentarily?) shifted their assumptions and priorities, it might very well be that what was worth 100 two months ago is today … Continue reading Now
Create
Now is an excellent moment to start that blog you always wanted to start, to write that book you always wanted to write, to launch that podcast you always wanted to launch, to become the video maker you always wanted to be. There's hardship around us, and it takes courage to think forward. If you … Continue reading Create
Reciprocity
Ideally, relationships are established in good times. It is more challenging to do that when the crisis hits, when everyone is occupied saving their neck, when nobody knows what tomorrow will bring. There's a sense of individualism that grows in dire times, preventing the reciprocity needed to build and cultivate relationships. The only thing that … Continue reading Reciprocity
Authority and people
Why do people keep going out and gather in groups when they are told to stay in and avoid in person contacts? Because it is very difficult for each one of us to picture what could be, what could happen, the damage (or good) we might be bringing about. Until that is finally here and … Continue reading Authority and people
The difference you make
Generosity and kindness work very well as a marketing tactic, particularly in times of uncertainty and discomfort. If you have something valuable to share, do it. But value is not measured on your income statement, in this case more than ever. It is measured in the impact you have on those you serve, in the … Continue reading The difference you make
