branding
Grant Gooding: Your wimpy brand needs to pick a fight
Editor’s note: The opinions expressed in this commentary are the author’s alone. Think about your three biggest competitors. … Got ‘em? Now, what do you say when a potential customer asks you why they should do business with you instead of them? More often than not your response contains subjective and ineffective language. You say…
Gooding: Narrow your focus to win on an exit
At the time it wasn’t quite so obvious, but now I realize that I was incredibly fortunate to spend the first part of my career in small-market mergers and acquisitions. Turns out it’s an arena where one can acquire an incredible depth and breadth of business knowledge. On an almost daily basis, I was learning…
Is your pitch getting emotional? Because it should be
When it comes to selling your product or service, the devil truly is in the details. Despite what bad salesmen might tell you, people don’t buy based on features or price. Decision making is rooted primarily in the part of our brain that controls emotions. Science shows that regardless of whether we are buying a…
Gooding: Is that a lion? Yes, and it’s keeping your business from growing
Ever watch one of those nature shows where you see a herd of gazelle that gets spooked by a lion and they all take off running together? In the ensuing chaos, the camera always follows that one gazelle that breaks from the pack. Why do they follow that one gazelle? The correct answer is “Good…
Subjective language is making your elevator pitch completely forgettable
Your elevator pitch is the single most important communication of you or your business and why you are relevant. Last month I wrote about how you can use your elevator pitch — or 20-second summary of your business — as a litmus test to determine if you are creating your own market or if you…
