People are fantastic at recognizing when you put in no effort.
Return to winstonwrites.com | Get future articles as emails You have a built in Effort Detector. It’s why you feel that drop in happiness or patience when you realize something personal, isn’t. We all know an AI scraped someone’s LinkedIn to write this: “I see that you drive strategic growth for venture or private equity […]
You’re actually in the entertainment business
Return to winstonwrites.com | Get future articles as emails All day long people at work are open to a welcome distraction. And a welcome distraction is just another name for entertainment. When you show up in a prospect’s life, they classify you. You’re urgent, novel, postponable or ignorable. You never want to be postponable or […]
The Cold Outreach Split
(or: why the head of sales wants one thing, and the reps want another) Return to winstonwrites.com | Get future articles as emails Here’s something fun about B2B sales teams – the boss and the troops can have completely different ideas about cold outreach. Picture two axes: Professional vs Unprofessional, and Blend In vs Break […]
It’s okay to start in a different place
Return to winstonwrites.com | Get future articles as emails Every single person has MANY things in their life that started because of one thing but became focused on something else. Everyone has started spending their time with a company, a story, a product, and later found a different and better reason to continue. “We started […]
The 11 Most Common Cold Sales Message Styles, from Conventional to Creepy
Return to winstonwrites.com | Get future articles as emails Are you using the wrong outbounding style? Hey, I’m not judging you — do what works best for your company and your prospects. But some styles work better than others… 11 Outbound styles: Conventional (3): 1. Knocking on the door — you’re just seeing if anyone […]
The Shortcut is the Ballgame in B2B
Return to winstonwrites.com | Get future articles as emails Let’s pretend this 1 sentence defines all of capitalism: I understand your negative present and can shortcut you to a positive future. B2C and B2B treat this promise differently. B2C is about those bookends – the negative present and positive future. Make someone feel their own […]
Fun with Headlines
Can a company’s main headline be uplifted in 15 minutes or less? This year my birthday giveaway let anyone on my mailing list nominate any company’s headline for some free TLC. 15 minutes’ worth, actually. Here are some of the most interesting ones (yes, I’m biased). First, Tulip.com with Jeff Epstein. Tulip make software that […]
Don’t sell what you sell. Sell what they buy.
Do your customer buy what you sell, but think it’s something else? My job used to take me and my team to Atlanta and Denver. A lot. And we used to shake our head at this company which had expedited airport security lines in both of those airports. I was a customer. It’s like TSA […]
The key ingredient you’re missing
Want someone to be your customer? When you enter a prospect’s life, things fall apart fast if you rely on them to supply confidence. The #1 way to convey confidence is to Assert. Don’t question, or claim, just assert. You believe something about them, about you, or about reality. Talk and write like what you […]
Sudeep Kaur Bansi and Ilan Vagenshtein
