Carpet Bombing Content Marketing and Trusted Advisors
Let me connect a few dots. I’ll start with content marketing, and end up with entry-level minimum wage trusted advisors being advertised on Monster.com. Always Be Publishing Let’s start with an article about content marketing called “Always Be Publishing.” The idea is simple enough; instead of talking about yourself, start a conversation. Don’t pitch yourself; instead, “Create […]
Story Time: Good Intentions Won’t Keep You From Screwing Up
Our Story Time series brings you real, personal examples from business life that shed light on specific ways to lead with trust. Our last story told of innovation, trust, and the freedom to fail. Today’s anecdote zeroes in on the importance of living the trust principles all the time. A New Anthology When it comes […]
Dear “| FIRSTNAM |” Personalization in an Age of Scale
Both Andrea Howe and I are experienced bloggers; 15 years and 1500 blogposts between the two of us. We are far less experienced at newsletters and email marketing, but have been dipping our toes in that water. Yesterday we both stubbed those toes. The Offers Andrea wanted to announce a books-for-keynotes offer; I wanted to announce a […]
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THE TRUSTED ADVISOR FIELDBOOK
The pragmatic, field-oriented follow-on to the classic The Trusted Advisor. Green and Howe go deep into the how-to’s of trusted business relationships—loaded with stories, exercises, tips and tricks, and deeply practical advice.
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TRUST-BASED SELLING
“Sales” and “Trust” rarely inhabit the same sentence. Customers fear being “sold” — they suspect sellers have only their own interests at heart. Is this a built-in conflict? Or can sellers serve buyers’ interests and their own as well? The solution is simple to state, hard to live—and totally worth the effort.
THE TRUSTED ADVISOR
This classic book explores the paradigm of trust through the filter of professional services. It is a blend of thought and practice, clear ideas and practical suggestions, and it has found a place on many professionals’ working bookshelves.