17-43 Your Tagline

Your tagline needs to be clear, sharp and communicate what your product does but I don't think it should be too cute. Taglines for B2B products should avoid the cheeky tone used by B2C start ups whose preciousness is endearing to the consumer but can be offputting to the business buyer. ... [Continue Reading]

Your Website

The first thing I recommend is that you keep your web site simple and that means using website tools that are easy to manage - website designs go through fashion changes every 18 - 24 months and you will likely make major changes to yours in about that cycle.  Avoid more complicated CMS (Content ... [Continue Reading]

Thinking Visually

I've blogged previously about slides that use (video here and three years ago here) - these are fundamentally, when used correctly, a visual tool; I thought it made sense to talk more generally about thinking visually. Most of us have been trained in how to communicate using words and numbers but ... [Continue Reading]

Your Tagline

Developing a tagline is an important part of your messaging effort as, ideally, it should embody the core of what your company does and the benefits of what you product offers. A solid tagline acts as the foundation on which your message, and hence y0ur marketing and sales effort, is built. A ... [Continue Reading]

What Should You Be Doing About Social Media?

Social media has a lot of traction and an irresistible pull on maketing and sales folks.  Industry wonks talk about “social selling” and “sales 2.0”, with some implying that if you fire up a Facebook, Twitter and Instagram account and post assiduously, the leads will pour in.  In this post, I will ... [Continue Reading]

One Minute on Your Publicity and PR

In this one minute video I discuss publicity and PR. One Minute on Your Publicity and PR Transcript  PR initially, it's a little bit like a really dense website or using search engine optimization; you should do it, but keep it simple. So, you can write your own press releases and publish ... [Continue Reading]

Using Scripts With Your Sales Team

I am not a big believer in rote learning; after all, folks work best when they have internalized content and can work nimbly with it.  However, to ensure that your sales team is nimble, they need a solid foundation, and working from scripts will provide this for them.  Training using scripts is ... [Continue Reading]

1.5 Minutes on Developing Your Buyer Personae

In this two minute video I describe how to develop your message. Developing Your Message A transcript of my comments follows. 1.5 Minutes on Developing Your Buyer Personae Buyer persona is an actual description of an imaginary individual that you're selling to, with as much kind of detail as ... [Continue Reading]

Your Message Matters

A clearly articulated message is key tool for an early stage company; your message is as much about getting your team aligned around a common vision as it is about communicating that vision to potential customers: in fact, the effect of your message on your team may be more important. Retail ... [Continue Reading]

Two Minutes on Developing Your Message

In this two minute video I describe how to develop your message. Developing Your Message A transcript of my comments follows. Transcript Developing a message is really important, and it's important for a whole number of reasons. With an early-stage company, a lot of it's about getting your ... [Continue Reading]