On Tuesday evening, I experienced two firsts: I went to the Apple store on Oxford Road (enormous, trendy and grand), and I saw the brilliant Garr Reynolds speak. If you’re not familiar, Garr is the author of the ‘Presentation Zen’ books – a must read for anyone who ever makes slides, writes speeches, or presents…
I’ve talked a few times about ‘elevator pitches’ before, and as so often happens, we like the idea of having an interesting, short, enticing pitch for all seasons but we don’t ever get round to creating one. Do we? It’s useful for that moment when someone asks us what we do for a living, and…
A ‘brand’ is a set of promises that a Company or product makes about itself in the minds of a potential buyer. It’s a promise about the results that buying that product or service will deliver for the person that hands over their cash. Brands are built over time and defined by the ‘truthfulness’ of…
I know that sales people see marketeers as floppy-haired tossers, more interested in their clothes and teeth than selling, but even the most cynical salesperson would, on a good day have to say that when you’ve got a marketing director who’s conneceted to her front-line sales people, it’s bloody marvellous. So the question is valid….
So you’ve identified what it is that you do brilliantly, or at least well enough to offer you real specialist status in your potential customers’ eyes. This is not as difficult as it seems. One of my specialist areas of work is presentation skills and nearly everyone who has ever got up to speak to…