Here’s a classic: “We have a strategic plan. It’s called doing things.” – Herb Kelleher, Chairman Emeritus, Southwest Airlines Kelleher is a legend and perhaps one of the savviest U.S. businessmen ever. He obviously knows vision and planning are important, but his point is a good one – you’ve got to launch, you’ve got to try things. Your plan won’t be perfect, it won’t …
Author: John Stevenson
An offer I can’t refuse – The Sunday Snippet [10.9.11]
If you want me to buy your product, service, solution, system, offering, etc., you must have an immediate and unambiguous value proposition that I can understand and act on. In your core marketing message somewhere you need to convince me that working with you will be worth my time, my risk, my inconvenience – and my money. Carl Nichols …
Success sells – The Sunday Snippet [10.2.11]
Benefits and results are what people want to buy – they don’t care about features. Success stories describe benefits. To capture attention and convert more prospects into buyers – lead with success stories. And you can use success stories everywhere – use them in your advertising, on your website, in your sales calls, and in …
Can you answer these three questions? – The Sunday Snippet [9.25.11]
Just as sure as the sun rises in the east, in almost every selling situation, you’re going to get these three questions: 1. Who are you working with now? (Who are your clients?) 2. What have you done for them? (How have they succeeded with your product/service?) 3. Can I talk with them? (Can I …
Strangers with experience – The Sunday Snippet [9.18.11]
If you’ve ever used Angie’s List or read a restaurant, movie or book review, you’re absorbing decision-making information from “strangers with experience.” According to a published report on eMarketer.com by Bridge Ratings and the University of Massachusetts, there are a variety of sources of information we rely on, and they actually rated these sources on …
Send me something – The Sunday Snippet [9.11.11]
“Send me something” has been the standard line of busy decision-makers for years. As opposed to the flat out “no thanks,” they probably have some remote interest, but don’t have the time or trust to go further with you. It’s the classic challenge, and represents a great opportunity. Do you send a brochure? A solution …
Live seminar Sept. 20: “Grow Your Business Through the Power of Great Stories”
The August breakfast seminar filled up quickly. Register early to reserve your spot to learn about business stories at September’s session. Are you using stories as effectively in business communications as you could be? Kansas City’s “story guys,” John Stevenson of ClientKudos, and Andrew Nemiccolo of Seven Story Learning, are teaming up once again to …
Getting unstuck, breaking through – The Sunday Snippet [9.4.11]
I get stuck sometimes. I hit roadblocks in thinking, doing and executing on plans and it can waste valuable time and opportunities. Getting unstuck requires new ideas, discipline, and often times, external resources. Keith McFarland in his book The Breakthrough Company: How Everyday Companies Achieve Extraordinary Results writes that a “willingness to go outside the company for help” was a hallmark of …
What’s your type? – The Sunday Snippet [8.28.11]
Most of us will never attain the design brilliance of Steve Jobs, but his passion and pursuit of great design is a valuable lesson to remember. I can’t speak specifically to consumer electronic product design, but I do spend a lot of time studying graphic design – not only for our clients, but for our …
Be know for just one thing – The Sunday Snippet [8.21.11]
Lots of discussions this week about positioning. I’ve been talking with companies about what they’re known for – more importantly – what people remember them for, and the reasons they buy. What’s your company known for? It’s a tough question and one that deserves a careful and studied answer. Al Ries and Jack Trout brought …