selling

17 credibility builders that make your claims believable

Anyone can claim anything they like about their product or service. Claims are empty. Your job as a marketer is to get believed.…

28. 03. 2008


How Steve Jobs (and Dick Hardt) wows the crowds

Our friend and client John Watton, Marketing Director of ShipServ, recently shared with us a Business Week article that dissects and analyses Steve Jobs’s…

12. 03. 2008


Empathy and foreplay in B2B Marketing

I don’t know how else to put this: nobody gives a shit about you. Your software or service or widget may be the center of your world but the people you’re…

07. 02. 2008


7 ways to improve the signal-to-noise ratio in B2B marketing

Every marketing communication has two parts:…

22. 01. 2008


Building a B2B case: 8 tips from criminal lawyers

We B2B marketers are in the business of building cases. We’re advocates. So I did some research into how lawyers do what they do, focusing in on the…

16. 01. 2008


Building a case: structure before style

Good arguments are always well structured. Bad ones tend to be poorly assembled. Structure isn’t especially difficult. The main thing is to decide on…

13. 01. 2008