In your business, how do you handle the sales and price and T&C parts of the sales?
Specifically, when clients try to haggle, or try to make you play by their rules - what do you do?
It’s very common to then start to appease the buyer - and it's a grave mistake.
[Thread]
Saw this tweet the other day:
"But we're BIG and you're small. You can be flexible."
"No. It's because I'm small that I can't be."
Because how big a client is doesn’t have to affect your terms and conditions, and shouldn’t.
Because with that reply, the client heard ‘you’re right, you’re bigger and therefore dominant.
‘And you are small, so you do what we say’.
If you then agree with the first part of the statement, nothing you’ll say afterwards will change things for the better.
It’s a lost case.
So a good and useful reply would be:
[...]“Size doesn’t matter.
With two sentences, you can turn the tables, and position yourself back where you belong, meaning:
The owner and protector of the buying process.
But don’t be intimidated, and never let them bully you just because they’re bigger.
You run the business, you get to define your terms and conditions.
This element of social frames is a big part of the ethical selling framework I'm teaching this Friday.
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David Ogilvy is the King of Copywriting.
And in 1982 he writes a 38 lesson manifesto titled
"How to create advertising that sells"
Here are the top 7 tips that you can use today:
We Make the Wrong Promise
A promise is not a random claim or stupid slogan.
It is a benefit for the consumer.
And the product delivers that benefit.
Awards are Dumb
"Pursuing creative awards seduces creative people from pursuing sales."
Translation:
If your job is to sell, focus 100% of your energy on selling the product.
Not selling yourself to voters to win an award.
"Nobody was ever bored into buying a product."
Give it some magic and charm.
The iPhone vs. Blackberry is a modern
Hit the Headline
"On average, 5 times as many people read the headline vs. the body."
People are scared of writing clickbait titles.
But the truth is that clickbait exists only when you fail to keep your promise to the reader.
h/t @nicolascole77
And in 1982 he writes a 38 lesson manifesto titled
"How to create advertising that sells"
Here are the top 7 tips that you can use today:
We Make the Wrong Promise
A promise is not a random claim or stupid slogan.
It is a benefit for the consumer.
And the product delivers that benefit.
Awards are Dumb
"Pursuing creative awards seduces creative people from pursuing sales."
Translation:
If your job is to sell, focus 100% of your energy on selling the product.
Not selling yourself to voters to win an award.
"Nobody was ever bored into buying a product."
Give it some magic and charm.
The iPhone vs. Blackberry is a modern
Steve Jobs killed BlackBerry.
— Chris Hladczuk (@chrishlad) December 7, 2021
By creating a cult and inventing new rules
Here's the breakdown and why it matters\U0001f447
Hit the Headline
"On average, 5 times as many people read the headline vs. the body."
People are scared of writing clickbait titles.
But the truth is that clickbait exists only when you fail to keep your promise to the reader.
h/t @nicolascole77
Marketing 101: building a personal brand
- what does personal brand mean
- why should you care
- how to distinguish it against the company you work for
- how to do it w/ support from your boss
- how to build yours
A thread 🧵
Personal brand has a negative stigma in some circles.
Personal brand does NOT mean you are a self centered narcissist.
Personal branding is intentional use of your time, voice, channel and platforms.
Why intentionality is important:
How you invest your time = How you will spend your life
Social media can become passive and addicting without true meaning and intention.
Don’t waste your life reading other people’s highlight reel, make your own.
Being a creator > being a consumer
How can you be intentional?
Similar to building a brand strategy: know what you stand for as a person
What lights you up? (Your mission)
What value do you want to bring to the table? (Value props)
How do you deliver it? (Voice and tone)
Reminder on brand strategy 101 ⬇️
- what does personal brand mean
- why should you care
- how to distinguish it against the company you work for
- how to do it w/ support from your boss
- how to build yours
A thread 🧵
Personal brand has a negative stigma in some circles.
Personal brand does NOT mean you are a self centered narcissist.
Personal branding is intentional use of your time, voice, channel and platforms.
Why intentionality is important:
How you invest your time = How you will spend your life
Social media can become passive and addicting without true meaning and intention.
Don’t waste your life reading other people’s highlight reel, make your own.
Being a creator > being a consumer
How can you be intentional?
Similar to building a brand strategy: know what you stand for as a person
What lights you up? (Your mission)
What value do you want to bring to the table? (Value props)
How do you deliver it? (Voice and tone)
Reminder on brand strategy 101 ⬇️
How to build a brand strategy from 0-1: a beginning guide
— Amanda Goetz (@AmandaMGoetz) August 10, 2020
// \U0001f9f5
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The entire discussion around Facebook’s disclosures of what happened in 2016 is very frustrating. No exec stopped any investigations, but there were a lot of heated discussions about what to publish and when.
In the spring and summer of 2016, as reported by the Times, activity we traced to GRU was reported to the FBI. This was the standard model of interaction companies used for nation-state attacks against likely US targeted.
In the Spring of 2017, after a deep dive into the Fake News phenomena, the security team wanted to publish an update that covered what we had learned. At this point, we didn’t have any advertising content or the big IRA cluster, but we did know about the GRU model.
This report when through dozens of edits as different equities were represented. I did not have any meetings with Sheryl on the paper, but I can’t speak to whether she was in the loop with my higher-ups.
In the end, the difficult question of attribution was settled by us pointing to the DNI report instead of saying Russia or GRU directly. In my pre-briefs with members of Congress, I made it clear that we believed this action was GRU.
The story doesn\u2019t say you were told not to... it says you did so without approval and they tried to obfuscate what you found. Is that true?
— Sarah Frier (@sarahfrier) November 15, 2018
In the spring and summer of 2016, as reported by the Times, activity we traced to GRU was reported to the FBI. This was the standard model of interaction companies used for nation-state attacks against likely US targeted.
In the Spring of 2017, after a deep dive into the Fake News phenomena, the security team wanted to publish an update that covered what we had learned. At this point, we didn’t have any advertising content or the big IRA cluster, but we did know about the GRU model.
This report when through dozens of edits as different equities were represented. I did not have any meetings with Sheryl on the paper, but I can’t speak to whether she was in the loop with my higher-ups.
In the end, the difficult question of attribution was settled by us pointing to the DNI report instead of saying Russia or GRU directly. In my pre-briefs with members of Congress, I made it clear that we believed this action was GRU.