At the core, marketing is communication and what customers or prospects what to hear and ultimately feel is, “‘these guys get me, this company understands my pain’. I write about marketing as it relates to the human experience and the interaction between messaging and the psyche. Great marketing starts with great product, the two are inseparable. You can’t market a crappy product to success and you can’t create believable messaging for a great product unless you have a well communicated understanding of the pain your customer feels.

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Every story needs a bad guy

Stories have been shared in every culture throughout the history of civilization as a means of entertainment, education and cultural preservation. Sometimes it’s all three. Stories have been carved, painted, printed or inked onto wood, bone,…
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The four most critical components of your 2015 go to market persona

The biggest failure brands fall victim to with their go to market strategy is weakness in their persona. It doesn’t matter if you are big company or an individual sales rep, weakness in your persona accelerates failure. I see it everywhere.…
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The cost of differentiation is a cup of coffee

You want people to evangelize your product or service, right? You’d love to see your brand splashed all over social media and the blogosphere, maybe even wsj.com, correct? Differentiation can be created and your story shared for as little…
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Nine things they don't teach you in business school, one of which may shock you

I recently published my first e-book, Nine Things They Don't Teach You In Business School. I've been making it available to new go to market guy subscribers. However, many of my existing subscribers have been asking for the book as well. So,…
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The four customer needs and the one way to deliver an outstanding customer experience

“I genuinely believe that any business can create a competitive advantage through giving outstanding customer care.” – Gary Vaynerchuk When I travel it can be stressful. When I am planning a major purchase in can be scary. When…

YOUR BODY REMEMBERS EVERYTHING

You will forget what people said to you and you will forget what people did to you, but you will never forget how people made you feel. The body remembers and holds on to everything. The mind has a limited capacity. Think of the mind as…
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Three people that made me want to rip my face off.

TD Bank call centre representative: “I'm sorry sir, but our policy is to charge $10 to send you a copy of the cashed cheque you are looking for.” Me: “I understand that it is your policy, but as I explained, my monthly fee that your…
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There are only two types of sales

Don’t you feel lost sometimes when you are trying to convince someone to do something? It can be stressful because you put a lot of pressure on yourself. But, once you realize everyone is selling something and that you are either selling something…
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Four ways you are screwing up your personal branding

Everything you say and do impacts your personal brand. I should know, I've screwed up many times with things I've said. Email - You are either not using your out of office auto responder at all or when you do, it says something like this one…
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A sales guy, a marketing girl and an advocate walk into a bar

"what'll you have?" asks the handsome bartender. "I want leads. Good leads! Not these crappy, unqualified leads she keeps giving me." says the sales guy while motioning towards the marketing girl. The bartender looks the sales guy up and down…