Must Reads

Are you selling the way your customer buys?

February 29, 2012

This post originally appeared in 2007 — I hopped into the way-back machine to locate it for you because it’s still true today. A persistent comment that I have for most brands is that their sales story is often about the way they like to sell, rather than how their customers like to buy. Sometimes [...]

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Can you write a killer case study?

December 3, 2009

Get this as a downloadable PDF! A case study is an opportunity to tell your story – in your customer’s voice. It’s not a sales letter or a data sheet – it’s much more. Avoid “salesy” language and your internal terminology. Industry jargon is fine, but spell out first references. Remember to be as specific [...]

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Is your brand trustworthy?

June 29, 2009

I attended a local networking meeting last week. The first question was an innocuous sounding, “So how is your business faring?” The ensuing discussion lasted 20 minutes and had very little to do with the state of everyone’s businesses and everything to do with the state of the economy, the state of housing prices, the [...]

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How do you overcome friction and gravity for your ideas?

April 7, 2009

When you shoot an arrow at a target, it has tremendous velocity at the start. Velocity is comprised of both energy and direction. All that stands in the way of the bullseye is friction and gravity. Friction redirects the arrow, throwing it off course. Gravity drags on the arrow, perhaps stopping it from ever reaching [...]

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What is Brandtelling?

April 25, 2008

Brandtelling uses a series of brand stories to make your brand relevant to your target market or audience. These can be stories about the company, its products and innovations or its people. Brandtelling is built on the foundation of connecting people through a story that is relevant, real and repeatable. Repeatability is key. Your story [...]

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