Posts tagged branding
Overcoming Objections

Or: Values, Alignment, and Customer Questions

Marketing is about aligning your product or service with the values of your customers, then helping them overcome the objections they might have about purchasing the product or service.

I’ve been thinking about this concept for a while now. As of right now, I’m convinced it’s one of the most important intersections between marketing and sales. I’m going to break it down in a couple different ways. First off, aligning the product or service with values. Second, aligning those values with the right customers. Third, overcoming the objections between first contact with your brand, and the point of purchase.

Read More
Compete With Products And With Branding.

Or: Direct, Indirect, And Replacement Competition

Who is your competition?

In some areas of life, there is an easy answer. If you play on a football team, clearly the other teams are your competition. If you are a football league commissioner, then it’s a little more complicated. You could see other team sports as your competition, from rugby to soccer to baseball. Beyond even that, if you’re a coach of a community team for 15-year olds, you’re trying to compete for the attention and focus of your players. You’re competing with school, music teachers, video games, and raging teenage hormones.

Competition is not as clear cut as we might like it to be. The same applies to marketing.

Read More
How to write an elevator pitch

The ideal elevator pitch takes less than 10 seconds to repeat, and is used to intrigue whoever you’re talking with. The elevator pitch is not to sell a product or service, but to introduce yourself and your organization. If you have a good elevator pitch, the people who you speak to will either be interested and ask for more information, or they will know that they aren’t interested in what you have to offer.


When establishing an elevator pitch for yourself or your organization, start with a couple paragraphs describing the brand of your organization. When writing out these paragraphs, try to answer the following questions:

Read More