by Linda Coss | Aug 28, 2024 | Marketing Differentiation, Marketing Positioning
If you are selling your products or services to businesses, here’s an extremely important thing to keep in mind: Businesses are not buyers. People are. After all, “businesses” do not make purchase decisions. It is the people at these businesses who make purchase...
by Linda Coss | Jul 17, 2024 | Marketing Differentiation, Writing
Many companies make the common mistake of focusing their marketing text almost exclusively on themselves. “We this,” “our that,” “we’re proud of this,” etc. While a certain amount of self-centeredness is appropriate, you’ve got to keep in mind the fact that your...
by Linda Coss | Jun 25, 2024 | Marketing Differentiation, Uncategorized
If you head over to Costco this weekend, you’ll be able to make a meal out of all the free samples being distributed. Why does Costco do this? Because of the positive “frame” it creates for your shopping experience. The sampling creates a “fun” atmosphere (not an easy...
by Linda Coss | Oct 4, 2023 | Marketing Differentiation
I recently interviewed a client in order to write a bio for him. As it turns out, he has the most awesomely unique hobby I have ever heard in over 17 years of writing bios: He is a competitive carnivorous plant grower. That little tidbit certainly added interest to...
by Linda Coss | May 10, 2023 | Marketing Differentiation, Marketing Success
Oscar Wilde once said that “the only thing that one really knows about human nature is that it changes.” But if you study ancient texts you see that there’s an awful lot about human nature that apparently does not change at all. For example, a lot of the statements...
by Linda Coss | Apr 19, 2023 | Marketing Differentiation, Marketing Success
Thirty years ago I hosted a baby shower for a friend who was in medical school. All the other guests were classmates of hers. When we played a “guess the gender of the baby” game, I was shocked to discover that none of her friends thought the baby would be a “boy” or...
