Recently, I was invited out to Green Lake, Wisconsin, to work with the sales team at Heidel House Resort and Conference Center. It’s an incredible place, perched on the shore of one of the state’s most beautiful recreational lakes. You can sense the history, despite the completely modern facility and amenities. I spent four hours…
A leader can make all the right decisions and still lose the confidence of the people around them. The result is certain failure. That sounds counterintuitive because leadership is often associated with good decision-making. We tend to think that the leader with the best ideas or the fastest answers will naturally earn trust and support….
Some businesses, either because their offerings don’t really deliver or their executives just aren’t respected, will find it almost impossible to win more business.
A company’s value proposition and brand promise are succinct soundbites that let the prospect know in an instant whether they are in the right conversation.
If your message doesn’t make it crystal clear how your offering can help your prospects solve their current problems, they simply won’t hear you.
I have found only 4 reasons companies aren’t getting more sales. The first reason is you’re not extending enough offers. This means you need to attract more prospects.
When done strategically, PR moves audiences from awareness to trust, and ultimately, to advocacy. When these experiences are combined with need, the prospect enters the buy zone.
Vanity metrics were once the easiest way to justify PR spend. A press release gets picked up 200 times, or a social post racks up 5,000 impressions—that must mean success, right? Not necessarily.
In a time when consumers, investors, and regulators are all paying closer attention to corporate ESG efforts, sloppy or overstated messaging can do more harm than good. Here are five common mistakes to avoid.
AIDA is a well-known technique for getting people to buy a product, especially in an online environment. It stands for Attention, Interest, Desire, and Action. A typical AIDA funnel looks like this. If a company comes to the attention of a prospective buyer, it will slow their scroll. If the material is interesting enough to…
