It's not often that you will see us post someone else's work on our blog but this one we could not pass up…. our good friend Dana VanDen Heuval has written a sensational article that is certainly worth sharing. In his post, Dana says, "We’re often advised to ‘work on our elevator pitch’ for the business, yet I can’t recall ever making a purchase decision, or purchasing anything from anyone where their elevator pitch actually had an impact on me. Now, I’m not saying that having a concise and descriptive phrase to explain your business in a few seconds isn’t worth having, it absolutely is, but in a world abound with perceived commoditization around every corner, it’s critical to establish as many points of differentiation as possible to set you apart in a field of sameness."
When a client does not want to renew a campaign due to lack of results, it usually comes down to a single issue: the seller did not properly set expectations prior to the campaign launch. Some of the things you will want to discuss ahead of time:
