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Stop trying to be a "creator"
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Hello there, Stop trying to be a "creator." A lot of B2B marketing is an exercise in guessing. We sit in a room and try to guess the words we think will make people buy. Maybe it worked for a past campaign, or a competitor did it first. But if you are a founder (or someone into efficient marketing), the most effective sales script for your business has already been written. You just haven't discovered it yet. It lives with your best clients, the Extraordinary ones. They are already using the specific language, the ROI metrics, and the unfiltered truth that your next prospect needs to hear. You don’t need to invent a hook. You just need to find the one that’s already working. You don’t need to guess at your value prop. You just need to hear how your clients describe it to their peers. The best marketing assets don’t have to start with a creative brief. They can start with a discovery session that uncovers the strategic data a "regular" video process usually misses. And when you dig, there is a lot to find. That is why when we have conversations with your best clients, you don't just walk away with a polished video, you get an in-depth report that analyzes the conversation for the business insights you didn't even know were there. So, when is the last time you talked (and listened) to your best clients? They are a treasure trove of business insights. - Neil P.S. I’m hosting a working session on these Extraordinary Clients tomorrow at Noon ET. There is exactly one spot left. If you want to stop guessing and start auditing, you can grab it here (before I post this same message to LinkedIn @ 9:45am ET): https://extra.vidwheel.com/ |
Strategic video that speaks your client’s language
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Hi Reader, We like to think we know exactly why our clients hire us. We usually tell ourselves it is because of our high-level strategy, our unique insights, or the final creative asset. Whatever we deem the most important. Or, if you are like me, whatever you worked hardest on. And we lean hard into those things in our marketing and sales process. But what if you are wrong? When you actually interview your best clients, you will likely find a disconnect between what you think makes you...
Hello Reader, When everything is stalling, what is the first step to get back on track? There are people in your corner who know exactly why you are so good at what you do, and how to convey it to your next prospect. Your best clients. But, who are they? The hurdle isn’t the conversation. The hurdle is the selection. Most founders default to the "slam dunk" happy client because they are easy to reach. But the path of least resistance usually leads to generic compliments - not the strategic...
Hello Reader, Politeness is a baseline for a good business relationship. There is no disputing that. However, when it comes to gathering the intelligence you need to close new deals or strike a chord in your marketing, that same politeness can actually hold you back. I will tie this back to client testimonials. Your clients like you and they want to be supportive. So, when you ask them questions about your business performance, they focus on positive outcomes because that is what they think a...