How B2B Buyers Choose Which Problem To Fix (And How To Make Yours The Priority) - Frontera
Your potential clients have limited resources but many problems. Here's how to make them prioritize the one you solve:| Frontera
Your potential clients have limited resources but many problems. Here's how to make them prioritize the one you solve:| Frontera
The biggest mistake in B2B messaging is copying consumer brands. I know. Who doesn’t want to be inspirational like Nike? Who doesn’t want to influence buyers with a strong mission like Patagonia’s? But think about it. These are consumer brands. They sell commoditized products. A jacket is a jacket. No matter what brand you buy… Continue reading Why Nike Can Get Away With ‘Just Do It’ and Your B2B Brand Can’t The post Why Nike Can Get Away With ‘Just Do It’ and Your B2B Brand...| Frontera
Why Listerine embraced its medicine taste, why a winning positioning requires tradeoffs, and how to reinforce your differentiation:| Frontera
Social proof doesn't sell — it reassures. Here’s how most B2B brands get this backward in their messaging and how to fix it:| Frontera
You can’t differentiate your brand by using what’s expected. Let me explain with an example. Go to 20 management consultancy firm websites. You’ll see that they claim to be different by providing high-quality work. Or by bragging about years of experience. Go to 20 CRM software websites. You’ll see that they claim to be different… Continue reading Points of Parity: Why Saying What Buyers Expect Never Makes Your Brand Stand Out The post Points of Parity: Why Saying What Buyers Expect...| Frontera
How to espace from “perfect competition” and get monopoly-like advantages as a B2B brand by reducing your competition:| Frontera
Why do many B2B brands struggle to get their message across? Why is their value lost in translation? Here’s one reason. Many executives confuse messaging with copywriting. But messaging isn’t just about beautiful words. It’s about making decisions. It’s about clarity. Most B2B brands skip straight to copy and content, without building the structure beneath… Continue reading 7 Rules to Build Messaging That Actually Influences Your Buyers The post 7 Rules to Build Messaging That Actua...| Frontera
Every industry has its incumbents. Established players who come at the top of buyers’ category ladders. Like McKinsey and Accenture for consulting. Salesforce and Hubspot for CRM. Or Adobe and Canva for creative software. And then you have the challengers. New and upcoming players who try to get a hold in the market. They compete… Continue reading 12 Differences Between Incumbents And Challengers (And How Challengers Win) The post 12 Differences Between Incumbents And Challengers (And How...| Frontera
Why B2B brands use unnatural words to describe what they do, what causes it, and why you need clarity first to convey your value:| Frontera
What marketing bottlenecks keep B2B brands stuck, and their different symptoms to fix the right problem(s):| Frontera
How serving two customer types almost killed Hubspot, why you should choose an ideal client profile, and how to choose it to grow faster:| Frontera
How some brands turn customers into believers, why customers buy ideologies in crowded markets, and how to develop one to stand out:| Frontera
How category ladders shape buying decisions and how to use them to become the obvious choice in your category:| Frontera
How two students beat giant internet companies, how goal dilution kills believability, and how to avoid it to have a persuasive brand message:| Frontera
How Autodesk became a $60 billion company by staying specific, and why narrow positioning beats generic positioning:| Frontera
How Financial Times stood out as a new newspaper, how “isolation” increases memorability, and how to make your brand distinct:| Frontera
How a rental company with seven cars became a global giant, how to find gaps in crowded markets, and how to find your brand’s unique positioning:| Frontera
How a fruit supplier dominated the market with one product, how sacrifices grow brands, and three sacrifices you can make for your brand:| Frontera
How 5 words brought billions of dollars to a city, why your brand needs a bold narrative to stand out, and how to create one:| Frontera
How Rolls-Royce changed the aviation industry forever, why you have to ignore the competition to grow, and how to differentiate with value innovation:| Frontera
How Aston Martin became an iconic brand, why Rolex doesn’t sponsor football matches, and how to use brand associations to occupy customers’ minds:| Frontera
How a $200 billion behemoth lost to two college dropouts, how the business life cycle resembles a game, and how to turn your size into a weapon| Frontera
How Salesforce conquered the CRM market, why Tesla’s first car was the Roadster, and how to use the Bowling Alley Strategy to drive growth| Frontera
How BMW became the ultimate driving machine, why your brand needs an enemy, and how to counter-position against a competitor to grow faster:| Frontera
How we started buying diamond rings, how Starbucks justified their overpriced coffee, and how to use anchoring to position your brand| Frontera
How Steve Jobs changed tech retail forever, why best practices make your brand average, and how to stand out with cross-industry innovation:| Frontera
The framing effect is when people make different decisions based on how the outcome is framed. Don Draper used it for Lucky Strike.| Frontera
How Swiss watchmakers survived the Japanese invasion, how one argument increased Lamborghini’s profits, and how to reposition for growth:| Frontera
How four words in a campaign changed L’Oréal’s fate, why buyer’s remorse kills your profits, and how to use cognitive dissonance for growth:| Frontera
How Ritz-Carlton became a luxury icon, why Steve Jobs made “impute” his marketing philosophy, and how to use the Halo Effect for a great brand:| Frontera
