The inability to listen. The idea that by interrupting and telling your story people will be amazed. The practice of segmenting into hundreds of small niches to feed them whatever they want today. The ideas of optimization, hacking, ranking, fans and followers. The belief that data is better than interactions. The effort to second-guess needs … Continue reading What marketing is not
We know what to do in most situations. We know that when we approach a potential customer, we should focus on their story, not on our. We know that when we plan which channels to use for our marketing tactics, we should be selective and carefully craft our messages. We know that culture eats strategy … Continue reading We know what to do
If you have something you are proud of and care about, rather than starting by listing all of its benefits and advantages, first ask. Who is it for?Who is the audience, what are their characteristics, where do they hang out, and with whom, and for what. How does it help them fulfill their purpose?What do they … Continue reading What comes first?
Sales emails are bad more often than they are not. Really bad. I remember a sales rep reaching out to me on LinkedIn while I was unemployed, telling me how great I was, how much he appreciated my work and how the tool he was selling could have improved the performance of my company. Yet … Continue reading Sales emails