Warning: this may be difficult to accept for traditional marketers. Of course, everyone knows that all great sales and marketing focuses on the benefits, right? And the higher level the benefit is, the better. There’s only one problem with that: it’s wrong. Telling your prospects you’ll help them — insert any high level benefit, like [...]

If you’ve ever gone to a networking event or referral exchange group, you might have heard something like this. When it’s the accountant’s turn to stand up, he (or she) says, ‘if you know someone who wants to save money on their taxes, that person would be a good referral for me.’ Congratulations. You’ve just [...]

Conventional wisdom holds that the competitive environment is one of the most important factors in developing your positioning, your brand and your sales & marketing initiatives. But this is a classic example of where conventional wisdom is misguided — especially in today’s marketplace where there is so much competition, it’s almost impossible to take into [...]