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 decision involves change. There’s inherent risk. If a purchase doesn’t work out well, the decision-maker could lose a promotion—or lose a job.
So how can you motivate prospects …Read More
You’ve heard that having a UVP which clearly communicates how your product or service is better than others will help you differentiate from competitors. But is this true?
As it turns out, a company’s UVP typically isn’t enough to motivate prospects to choose it over a competitor. In a survey sponsored by Think with Google, only 14% of buyers perceived enough …Read More
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 awhile since you’ve read it, the parable goes like this:
A group of blind men heard that a strange animal, called an elephant, had been brought to their town. None …Read More
Scientists have debunked the myth that we only use 10% of our brains. But the myth is persistent because it’s so believable. One of the worst offenders that makes this false statistic so convincing is marketing copy. Cliches invade websites and sales collateral like a particularly nasty insect species. Buzzwords and abstract phrases that mean nothing are everywhere, and they’re …Read More
If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More
Black Friday this year found me exploring a wilderness-area canyon in central Arizona, in search of Sinagua cliff dwelling ruins. I didn’t miss shopping that weekend—and I had the time of my life.
You’ve probably heard that buying and consuming life experiences, contrasted with material items, leads to greater well-being. Many studies demonstrate that people are generally happier as a …Read More
With an overwhelming number of new websites and social media platforms cropping up every day, and with the influence of those sites and platforms constantly changing, marketers are increasingly focused on distribution and promotion strategy: where to share their content and how to get the word out. This is especially true for the notoriously-hard-to-reach B2B market.
In a recent study by Altimeter, …Read More
Let’s face reality. Your prospects’ inboxes are overflowing, their social media feeds are filled with your competitors’ updates, and the first three pages of their Google searches contain sites just as good as yours. “Visibility” is no longer enough. Everyone is so visible that they’re all blending into one big bulk that might as well be invisible.
You are not just …Read More
Scissors are pretty nifty objects. They’ve been around since the time of ancient Egypt and have remained an essential tool in nearly every office and home. They’re really good at cutting things.
But when you want to hang framed artwork in your office or home, those nifty scissors leave something to be desired. You need a tool that’s designed to …Read More
B2B companies almost always focus on business value when marketing or selling their products and services. After all, ROI is the holy grail for businesses—if you can prove that you can deliver strong ROI, you win the deal, right? Except it doesn’t seem to work that way.
A 2013 study by Google and CEB’s Marketing Leadership Council found that, on average, …Read More