If you want some famous author, CEO, or celebrity to return your call/email/LinkedIn message, here are a few tips: Say exactly what you want in the first sentence of the first message. Be specific. Say what you want them to do. Explain your connection to the person. Provide 1-2 sentences that establish your credibility. Include [...]
Tag Archives: marketing
I got HOLES for Father’s Day!
Actually, I got a new drill. But it’s a great reminder of the business-school classic: Your customer doesn’t need a drill. They need holes. Which is a way of reminding us that we’re not selling a product because people want the product. We’re giving them a tool to solve some problem that they have. Trying to [...]
Let’s talk like real people
Google’s browser asks me if I want to translate a web page. Not with a complicated menu item, just with a simple plain-English question: “This page is in Japanese. Would you like to translate it?” And if I don’t want to? I click “Nope”. Would the techies and marketers at your company hold a committee [...]
Always have a handout
If you’re going to make a speech, make sure everyone in the room walks away with something to share and remind them of you. If you don’t, you’ve wasted your time. Read this post for more. What will they show their friends? What will they take back to the office? Denise Gabel has a great [...]
You are replaceable
It doesn’t matter if you have a fantastic product if your customer service is average or bad. Why? Because someone else makes something almost as good. Sooner or later, most customers will leave you for a company that treats them better (even if the price is a bit higher or the product is a bit [...]
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