Transparent Expectation Branding. Why not?
Can you “brand” the expectations customers should have in working with you, even if elements of those expectations are negative? Some of the most successful B2C companies in the world leverage expectation branding, both the positive and the negative, to crush their...
What B2B Sellers…and Buyers…Need from Marketing post Covid?
What B2B Sellers…and Buyers…Need from Marketing post Covid? Yesterday, I was asked a question. I didn’t realize that I had such a strong opinion on the answer. Much like a pull-string toy, I couldn’t stop, and I thought to myself, “Why...
#SalesTip: Stop Paying For Case Studies in Exchange For Discounts
Do “paid for” 5-star reviews give you confidence in a product you’re buying online? Or do they erode it? Then why on Earth to we trade discounts for case studies with clients – right at the goal line? Stop it!