Outside-In Messaging: Nothing counts more than the language of the customer (episode #75)

How many times have you read a company’s marketing and thought – they’re not talking to a customer; they’re talking to themselves. This is especially prevalent in B2B. I’ve seen this on homepages, landing pages, print ads, in press releases, and on and on. I started my career as a copywriter and then worked in sales enablement. So I – it is tempting to write for the person signing your check. But where the revenue for that check really comes from is the customer. Always write for the customer...