It's all about the keepers


There are 2 types of people in each customer (or prospect) that you reach:

  • Budget keepers.
  • Value keepers.

You wanna talk to the value keepers. They're the ones who see the future and are comfortable with uncertainty.

They're the ones who can fight for a high return in value.

Rod Aparicio

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Here are a few themes that are recurring in the small/medium business I see. Which ones do you feel you resonate with? You're struggling with getting your sales to be better. The market is highly competitive. You're pushed to play on (the lowest) price. You can't say No to customers. That's losing business (and stupid). If you say No to a customer, you're losing opportunities. Your competition is poaching your customers. Your revenue goals are not where you want them, despite everything...

What do you do after 2 years of... writing daily emails? You keep writing. You revise what you thought and wrote. You do an inventory of the common subjects. You think clearer. And deciding where to focus is like a revelation. What's the YOU from 2 years ago that would benefit from the YOU from now? What would you tell them?

Seeing everywhere "Need to set strategic goals" feels a lot like an obvious thing. Just like saying "we need wet water" If goals are not strategic, what are they? 🤷