Many marketing and sales experts believe the case study is the most effective tool in B2B selling. One client tells me the case histories I research and write for them (one per quarter) are by far their sales and business development teams’ most effective sales tools, both here and abroad. And why not? After all, […]
Category Archives: attract customers
How to get your e-mail opened
The biggest challenge for e-mail newsletters isn’t getting people to sign up. It’s getting them to open the darn thing when you send it. What can you put in the “Subject” line to get subscribers’ attention and motivate them to open and read it? Dilemma: If it’s too “salesy” it’s a turn-off. If it’s boring, […]
Ignore customers? Game over, Sony
“Pride, politics, and an overabundance of technology can blind you to the simple truth of what consumers want.” Thus reads the obituary — er, article about Sony’s Ken Kutaragi in Business 2.0. Kutaragi, the onetime genius behind Sony’s videogame consoles, will step down as head of the company’s games division, no doubt to be shuttled […]
Business books attract clients: example #2
Yesterday I wrote about the many benefits of writing a business book: credibility, visibility, even a tiny taste of celebrity. A recent article in Manage Smarter agrees. It mentions, among others, a mortgage broker whose self-published book has attracted a steady stream of customers — and millions of dollars in revenues. Also mentioned is presentation […]
Win clients with your own business book
It’s the ultimate in information marketing: Write a business book that displays your expertise. Sure, only a relative handful of authors like Jim Collins, Tom Peters and the Freakonomics guys write best-sellers that bring in megabucks. But that’s no reason for you to abandon the idea. Book sales, after all, are only one way your […]
Free samples: Why even rock stars give them away
Harry Connick Jr. was on Imus in the Morning on MSNBC this morning (1/31/07), promoting his terrific new CD, Oh, My Nola — and not coincidentally, to plug his upcoming nationwide tour. A few days ago, the country group Big & Rich appeared on Imus. Why? Why are top artists so willing to appear on […]