Startups and product designers know how important it is to validate a product idea before building it out. You must find out if your assumptions are accurate. Basing a product strategy on …
How to Craft a Messaging Platform that Moves Prospects to Action
Human beings are wired to avoid loss. We fear change because it involves risk—a potential for loss. For this reason, many B2B buying decisions get put off (or worse, permanently tabled). A buying …
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Differentiate from Competitors by Standing for (and Against) Something
Does having a UVP that communicates how your product or service is better than others translate into more sales? As it turns out, a company’s UVP typically isn’t enough to motivate prospects to …
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Work Smarter, Not Harder: Let Content Do the Work of Selling
Salespeople are tenacious. They send email after email, make call after call, meet with prospect after prospect, then get up morning after morning and repeat. Salespeople work hard. But hard work …
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Find a Shared Enemy to Galvanize Your Prospects
“Storytelling” is one of the marketing industry’s biggest buzzwords. Every marketer knows that telling stories is a powerful way to communicate. It’s been true since the dawn of the human race. People …
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How to Understand What Your Audience Really Thinks
You’ve probably heard the parable of the blind men and the elephant. This story first appeared in the Buddhist text Udana 6.4, dating around the 1st millennium BCE. If it’s been a while since you’ve …
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