Posts tagged as:

buying decision

What’s the goal of marketing?

Careful, it’s a trick question. Think about your answer carefully before you inadvertently blurt out the wrong answer. [click to continue…]

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Stop marketing to businesses

When you create and deploy a sales or marketing message of any kind, address it to the people who work at those companies, not to the companies themselves. Ultimately, a person makes the decision to buy; “the company” doesn’t. [click to continue…]

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Speak to one prospect at a time

November 6, 2009

Rarely does the family — or office staff — gather around when a sales letter arrives to read it aloud together. In marketing — and direct marketing especially — you are talking to one person at a time.

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