What happens if someone throws a tennis ball at you? You catch it, of course. Dumb question.

But what happens if … A powerful analogy to help improve your marketing communications

I promised when I set this blog up that I’d share a few tricks that you might be able to apply, tomorrow, to your B2B marketing work. Some of you may be using this technique regularly already but, if not, this is one of my fave tricks when writing sales presentations or other marketing literature… … Nail your rivals: I think this marketing trick is B2Brilliant

I’m sure the marketer didn’t mean anything by it, but I recently heard a speaker at an large event for senior B2B marketers remark that, in the age of social media, customers have an attention span close to that of a goldfish. The throwaway remark upset me a little bit. My immediate thought was … This marketer’s comment about customers annoyed me…

I’ve written about empathy before. It’s something I feel strongly about. Empathy (alongside things like creativity, commercial-nous and salesmanship*) is one of those core ingredients that makes the difference between a marketing communicator and a brilliant marketing communicator. It’s possibly the most important ingredient. The way I figure it … I learned another lesson about empathy this week

“Hey, Brian, Samuel L Jackson is on the phone again. He wants to know if you fancy grabbing a beer after work?”

I’d have to think about that offer for about 2 flaps of a hummingbird’s wings before answering “hell, yes.” It would be about as irresistible to me as … One simple secret to irresistible marketing