January 8, 2010
As marketers, we are constantly trying to anticipate every objection a potential customer might have about buying our products and services. It seems that if we could identify and address each of these objections and formulate a solution to each, we should be able to get them to buy almost anything. However the reality is [...]
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December 11, 2009
A recent email from my trademark law firm got me thinking about how our own orientation and granular level knowledge of our business can make us inscrutable to our prospects. I’m sure I do it. I send something to a prospect with the expectation that they will have the same perspective, experience and language I [...]
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