Years ago, Rolling Stone magazine launched an ad campaign aimed at changing the view of potential advertisers who saw the magazine as a cult music paper read by anti-materialist hippie dropouts. The campaign used a series of print ads split … Continue reading →
Ever deal with a business insurance prospect who’s interested but can’t quite commit to meeting with you? “I think I’ll wait ’til next year.” “We’ve compared in the past and it didn’t work out so I don’t think we want … Continue reading →
You’ve probably dealt with prospects that won’t leave their incumbent agent in spite of whatever cost, service, or coverage improvements you were able to deliver. I’ve heard one producer say that even after saving a prospect thousands of dollars they … Continue reading →
A few months back I received a pitch letter from Amazon with a markedly negative tone. You’re not taking advantage of all the Prime benefits that you’re already paying for, it admonished. I could be watching all kinds of movies … Continue reading →