Last week a company emailed me a proposal as a PDF attachment. The filename was ‘Essential_Message.pdf’. On the same day I received an electronic invoice from a supplier — the filename was ‘EssentialMessageINV.pdf’. And, just yesterday a potential partner emailed me a document in which he outlined his ideas on a new service we could [...]

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 [...]

Without you, I do not exist. I cannot be who I am not. What differentiates me, defines me. In relation to you. In this way we are all the same – in different ways. Do you know who I am? Without me, you do not exist. You cannot be who you are not. What differentiates [...]

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 [...]

I saved the best bet for last… What do people think, when they think of you? What comes to mind, when people hear your name? If I say the name Mother Theresa, you immediately get a picture of her and what she stands for. You know what made her great at the work she did. [...]