Step back and sell the benefits

Transformations are what sell what you do. Features need to be listed of course, but it’s the results that count.

Typically we buy results – the transformation – more than we buy ‘what it is’.

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Seasons greetings (all year round)

As I write this, it’s December and so there’s a very obvious seasonal feel to a lot of marketing messages everywhere I look. But it’s not just the Christmas and New Year holidays that can lend themselves nicely (sometimes too nicely!) to promotions and connected offers.

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When trying too hard is too much (and what to do instead)

Today I’m going to talk about eating out, not because I’m a big foodie–although I am, but because it teaches you a lot about good marketing. My example is taken from the realm of ‘tourist restaurants’ (or at least restaurants in a tourist destination).

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Twitter for Business: 9 Community Management Tips

Wendy Kier, The Queen of Twitter, blogs about the need to have a Twitter business strategy that sits in line with your overall marketing goals and objectives, and how random Tweeting does very little in way of attracting new business.

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If you call it sales, it will feel like selling

If you consider that you need to do a sales pitch or have a conversation that will end in the sell, then you might be setting yourself up to not sell much at all.

The thing with a sales pitch is you’ll go into pitch mode–you’ll start to talk differently, change your energy, perhaps feel uncomfortable (as will most likely the person you’re pitching to) and you’ll feel less like you and more like a salesperson.

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The Thing about Magic

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The other night I went out for dinner with a group of people and experienced some serious magic. It wasn’t in fact the cooking (although my Pork Belly was very yummy) but proper “How the hell did he do that?!” close-up magic. The sort of magic where I was incredulously shaking my head shrieking “How is that possible?!” (yes, I was the one choosing the card that ended up in the wallet–in a zipped pocket, in a ticket case–when I had been holding the wallet in the palm of my hand AND it had my name written on it in my handwriting?!).

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