Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
2 rich cousins
|
After yesterday's message (on the response from Samsung to Apple re: their new tablets), this reply by fellow daily emailer Wes Wheless from The Lightbulb summarized the feeling: "It feels like two rich cousins fighting in public" Spot on. Besides the comms and whether or not the message went through in their ads, the overall feeling is the same: it's all about them. And when you (and your business) focus and react to what the competition is doing right or wrong, you're missing the mark. It's not about you, your business or your brand: customers don't care. It's all about your customers. And when you got this right, things will come easier. Focus on them. Not on you (or your brand). Help. Them. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
More often than not, there is a big focus on revenue as the thing to measure (success, growth, improvement). All of this nonsense of "Orders. Orders. Orders." The thing is, to someone new into a business or sales, this misbelief is misleading. Instead of seeing revenue as a proof of concept and an enabler of cash flow, they see it as the end. And then fail. On top of that "Orders, orders, orders." hides something unintendedly: you get to be an order-taker. Taking orders. Following orders....
Choosing revenue means choosing vanity. It means that what's important is what goes into the business. The today, rather than the long game. It dilutes the way you make decisions, because it's revenue over all. It dilutes your power to say no. It pushes you to comply with what your customer demands. And when revenue is not hitting the mark, you stench of desperation. So you get pushed down. To what they say. In fear. Revenue is not all.
The price you set is not a reflection of you. The price you set is not a reflection of your worth. It's not a reflection of your effort. It's not a reflection of your passion. It's not a reflection of yourself. You're not your price. You're not a brand.