Sales and marketing professionals, pay attention – this is important. I never believe: what you tell me. I sometimes believe: what you show me. I always believe: what I tell myself. It’s my perspective that counts, not yours. If you want to change my mind, don’t talk to me about features and benefits – it’s [...]
Don’t Change Your Story
May 23, 2010 By 2 Comments
It’s frustrating to listen to people, companies, and politicians say they stand for something while at the same time they try to please everyone. It doesn’t work that way, no matter how hard they try to convince us otherwise. A company’s story can’t be about convenience, low-cost, premium-value, and great selection. A politician can’t talk [...]
Persuasion & Surprise
October 6, 2009 By Leave a Comment
Sooner or later, you’ll need to persuade someone to take action they may not have taken before. To hire someone with an unusual background, buy a product they’ve never used, or embrace a new idea. One approach is to play it safe. Outline features and benefits. Put together a PowerPoint with fancy charts and bullet [...]
