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Noisy channels – How do you breakthrough?


The lifespan of every communication medium follows the same pattern. You answer when the phone rings because someone wants to speak with you. One day, you receive a call from someone trying to sell you something.  The first call is fine, you may even buy from them. The next week you get two sales calls, then three. Now you start screening calls. You start to recognise the click sound when...

How does social status work in B2B?


On many occasions, I’ve found myself vigorously defending my side of an argument. I’m sure you have too. But have you ever surprised yourself by the vigor of your argument when moments earlier you didn’t even realise you had a side in this particular debate? I remember when a friend wrongly assumed a had a soft spot for the Welsh rugby team (I don’t, I support England). I started defending the...

Breakthrough strategies


The best marketing ideas come from different industries Arsene Wenger arrived at Arsenal football club in 1996 and immediately banned Mars bars from the changing room. That wasn’t all he banned. Arsenal, one of the biggest clubs in English football, had a heavy drinking culture. Considering they were professional athletes, the players were eating unhealthily: food like pies, fish and chips...

The Flat Pack Direct Marketing Campaign for Architects


The flat pack campaign is a direct marketing idea for architects. The cost per target is likely between £15-£25 per recipient plus any design time, which would be done in-house by the architect’s practice. You need to have your audience and numbers clearly defined before starting any campaign. For the purpose of this article, our architect specialises in high end-residential properties and the...

Why repetition works


David Stenbill, Monica Bigoutshi and Shana Tirana. These are fictional names provided by Daniel Kahnemann in his book Thinking Fast and Slow. Kahnemann demonstrates that if you read these names again further down the page, you’ll recall that you were first introduced to them a few minutes ago in this article. For a while, you’ll know that these aren’t real people or ‘minor celebrities’ A few days...

Are you looking for ways to find more sales leads? This site is for you!

Liam CurleyHi I’m Liam. I created this site to help businesses in B2B make the initial breakthrough with prospective customers that are otherwise unaware of what you can do for them –  You can read more about my background here.

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