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 one and to follow it. Here are a few tried and...
View ArticleBuilding 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 summation to the jury, where the whole case comes...
View Article7 ways to improve the signal-to-noise ratio in B2B marketing
Every marketing communication has two parts: • The Signal – your message; the thing you want people to take away • The Noise – everything else; the things that distract, delay and get in the way of the...
View ArticleEmpathy 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 selling to have better things to think about....
View ArticleHow 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 latest keynote at Macworld (the one where he...
View Article17 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. But credibility is a funny thing. It's hard to pin down exactly what...
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