A small rider once sat atop a huge elephant. The rider felt sure he could make that elephant go wherever he wanted. But the elephant mostly ignored the rider and went whatever direction it pleased.
The moral? The elephant represents our emotions, and the rider symbolizes our logic. As much as we might wish our logic dictated our emotional direction, it rarely does. Even in B2B sales, we make buying decisions based on emotions over logic.
What we discussed:
- Use normal human words.
- Stop “we, we, we-ing all over yourself.”
- Talk to your customers MORE.
- Create good content when the timing is right for your customers, not you.
- Start one piece/project at a time.