There’s no question that that Black Friday sounds like a real battle. (Does it help that some people would rather go on Cyber Monday?) And if not a battle, it’s certainly an obstacle course worthy of the word.
But you know, it’s not really the crowds you’ll brawling over the bargain bin that’s to worry about it. It’s the idea that you can’t just take whatever’s on sale. You have to pick out just the right stuff to make the right presents for the right people!
Isn’t that what targeted lead generation is all about?
Whether you’re a marketer or currently got some marketing work to be done, how often have you been advised to ‘speak human?’
It sounds insulting at first but really, why is this piece of advice so prevalent? Are B2B marketers truly so detached from the man in the street? Or put it in another way, is the common man so incapable of grasping the complex value proposition of B2B marketers?
Well, in either case, maybe the best way to really speak human is to focus on story-telling.
What are some of the annoying things you commonly hear about infomercials? They’re deceptive? Sales pitch-ey? Shamelessly promotional? Rigged even?
Well at the heart of all those offenses is the idea that they’re too focused on the product and less on the people who’ll be using them.
It just goes to show how central of role your customers have when you’re qualifying your B2B leads. It’s not just about how many people actually took the product in all its glorious face value. It’s about showing that they have the capacity to create that value for themselves.
Oh but wait, unlike other space-mission malfunctions, this one didn’t come at the cost of human lives. What a relief eh? But you know, as much you should always be glad nobody was killed, the rocket’s development still cost hundreds of millions of dollars.
Much like a lead generation campaign, the negative long-term effects of a major accident can still pose a very eminent threat to the people involved.