Books

B2B People, Read This Book

I recently dug this up from an old collection of books I keep for some reason although that reason has long escaped me. (I don’t remember setting out to be a library nor do I consider myself some kind of creepy bookworm. )

There are a number of books that have helped me sort out how B2B companies go-to-market and how marketing should work but Ogilvy On Advertising is easily one of the best.

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Breaking Through the Shields. (Russian Brides, SPAM and Value)

In the last article we talked about how people have developed a defense mechanism to fend off the constant bombardment of marketing messages as a simple survival strategy.

To get through your buyer’s defense shield you must be invited in. The only way to be invited in is to answer the question “What’s in it for me?” (“me” being your potential customer).

There are only two ways to motivate someone to act. One is by force. The other is by demonstrating to them that the action you desire is in their best interest – that it fulfills a need or provides clear benefit to the customer. In marketing speak, we call call this “value”.

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