Tag: sales

Hook

FabrizioLeave a comment

Every product presentation in B2B and Saas goes like: here is our product, here is what it does, here is why it is different, do you have any questions? And the audience feels like being at a party where the host only talks about themselves.

Why not try instead: you start your day at the office with a cup of coffee, and instead of *normal situation that causes pain*, this happens. Followed by a detailed description of how the new way of working looks and feels like, from the perspective of who you are talking with.

We know how to tell a story. We just need to stop pretending that when it comes to business people do care about different things. They don’t. They are people. And at least at the beginning, you have to hook them with something that is relevant to them.

To feel dumb

FabrizioLeave a comment

Imagine this.

Most texts on writing style encourage authors to avoid overly-complex words. However, a majority of undergraduates admit to deliberately increasing the complexity of their vocabulary so as to give the impression of intelligence.

As this.

Most texts on writing style encourage authors to avoid overly-complex words. However, a majority of corporate websites deliberately increase the complexity of their vocabulary so as to give the impression of expertise.

The paper introduced by the first text found that students using more difficult words actually end up giving the exact opposite impression: “needless complexity leads to negative evaluation”.

Using a very non-scientific method, I’d like to extend the findings to the situation I made up in the second text.

Nobody likes to feel dumb.

Does it matter?

FabrizioLeave a comment

In 2012, Google launched a brilliant campaign in view of SXSW.

Project Re:Brief wanted to give old school admen, creators of iconic ads (such as this, and this, and this), modern tools to see how their campaigns would look like on the web.

It is a wonderful idea, and the campaign got very good numbers. Google also made a documentary out of this project.

A few days after the launch, one of the people responsible for the campaign was presenting the social media results to the rest of the team. Their boss, perhaps a bit harshly, asked an important question (the full story can be heard here):

Does it matter?

The point is, Google can certainly spend time and resources tracking and reporting on things that do not have an impact on their mission, vision, numbers.

But can you?

Free trial

FabrizioLeave a comment

Does your audience want a free trial? Of course.

Do you have the resources to offer a free trial that delivers the right experience to the right audience, making them excited to continue on their journey to become champions of your own perspective?

Most companies would answer no.

And yet, they offer a free trial.

And that’s because a free trial, with the right form to capture the right information – credit card, of course – is very little about experience, about user journey, about changing minds and behaviors, while it is very much about boosting vanity metrics.

Your choice.

More rounded

FabrizioLeave a comment

We think of most things as linear experiences.

That’s certainly true in business. The funnel is linear. The go-to-market process is linear. The sales pipeline is linear. The launch of a new product or service is linear. The very same metaphors we use to describe those things (funnel, pipeline, launch) are linear.

And yet, success requires that you circle back and iterate with the new information you have acquired. That you adjust the trajectory continuously with the help of what you are learning as you go.

It turns out that to be succesful in what matters we need to apply more rounded thinking.