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B2B Marketing Fundamentals Don't Change

I just have found this video, which demonstrates …

Well, just watch it. It's only 2 minutes or even shorter. (I didn't look at the timer.)

And then, please, leave a comment and let us know what you think.

That's what the description at YouTube reveals,
«While technology, communications channels and media usage habits change over time, the fundamentals of profitable business-to-business marketing, including the importance of building awareness, credibility and relationships, do not. In this excerpted video from a live staging of McGraw-Hill’s classic “Man in the Chair” ad at the Business Marketing Association’s 2009 national conference, BMA drives home the fundamental similarity between how buyers and sellers built business relationships 50 years ago and how they continue to do so today, albeit with many new and revolutionary tools and techniques at their disposal. For more information on BMA’s “UNlearn” conference, go to»

The Man In The Chair Ad — Then and Now

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BMAintheUSA on YouTube

BMAintheUSA is based in Chicago. The Business Marketing Association is a leading marketing organization serving the professional development and networking needs and interests of some 2,500 senior business-to-business marketing professionals and 21 chapter organizations throughout the U.S.A.

So, what do you think?

Leave a comment, now.

John W. Furst

Image source: Based on Type A Mom Conference (↑), ©2009 by rbucich/flickr (↑). Modifications ©2010 by John W. Furst - Some rights reserved. - CC-BY-SA 3.0.

One More Reason Your Prospects Don't Buy

Derek Sivers at TED
Derek Sivers (↑) is best known as the founder of CD Baby (↑).

Do you remember the reasons why people do not buy from you?

Here are the main three reasons:

 • They don’t want what you sell.
 • They don’t have the money.
 • They don’t trust you.

Let’s focus on the first reason for a minute or two.

They don’t want what you sell.

In many instances this can easily be translated into “They don’t understand what you sell.”

Direct response copywriters and advertising experts taught us the importance of “getting into the head of our customer”.

A piece of marketing which generates a lot of response is not a monologue, it’s a dialog between the copywriter and the reader—the prospect. A writer needs to join that conversation in the head of the reader. Therefore, the writer needs to understand the market and the prospects she is writing for very well.

Derek Sivers gave a short 6 minute talk at a
TED (↑) conference
in India, in November last year. He reminds us of the many reasons why the person listening or reading might not understand what you are trying to communicate. His multicultural example makes it quite clear.

Derek Sivers: Weird, or just different?

Business Lesson: Different Perspectives (TED Video)
Derek Sivers at TED Different Perspectives? (Pop Out)

That’s just the icing on the cake. Culture is not the only potential barrier that interferes with the meaning of your message and its perception.
“Despite the Internet being a global medium, your audience usually wears a very local head.”
~ John W. Furst

Enjoy the video and start becoming more aware of dangerous pitfalls in your communication and marketing.

John W. Furst

Procrastination is a Marketers Worst Enemy [Video]

I thought you will like this little video. Before I have looked into that I wanted to write a post about email marketing instead, but I procrastinated.

Did it every happen to you? I am sure it did. If you are not quite convinced yet, watch the video, and I promise you will recognize certain patterns in your behavior as well.

The video explains in an entertaining way what procrastination is.

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Procrastination (↑) from Johnny Kelly (↑) on Vimeo (↑).

If you think about it, watching this video might be procrastination.

What do you think?

Leave a comment and let me know.


John W. Furst

Two Power Tips For Better Marketing In 2010

“Happy 2010”

I have recorded a short video with two tips for improving your marketing in 2010.

Update: This will work in 2011, and 2012, …

Actually I have already recorded it on December 28, but so far only had uploaded it to a private membership. But why not share it with everybody?

Here it is.

John W. Furst for E-Biz Booster Blog
Music: “a tu lado” (↑) by slumberlords (CC BY 3.0)

This year I will focus on improving how I use words and further build relationships.

Download the full transcript

→ Continue reading:

Hit The Bulls-Eye With Your Sales Message Every Time

Top level copywriters preach for ages how this can be done, but it seems that

(1) Most marketing and advertising professionals are consistently ignoring that knowledge of “How To Make The Sale” and

(2) There's a steadily stream of a new generation of professionals whom this know how should be brought to attention too.

Now Christophe Morin and Patrick Renvoise have not only conserved this wisdom in their latest book Neuromarketing, but also have put it in new light.

Put the book in your amazon cart right now!

While you are waiting for your book to be delivered you can read on and answer yourself the following questions:
  • Did you ever wonder why there are certain mega markets like health, fitness, make money, relationship?

  • Did you ever wonder why some products sell like crazy although you say, “I never would buy that sort of …” It's not — actually it's never — about YOU.

Once you watched the video below you might not wonder anymore why certain marketing strategies and tactics that you may observe work. Smart marketers are using that secrets big time. For decades. They are making big money while you say, “I don't like that kind of marketing … ”

Well, one more time: “It's not about YOU. ”

As long as you market to people made of flesh and blood you need to do it that way.
  • Technology is changing
  • Trends are changing
  • Styles are changing
  • PEOPLE are not changing! Not in your lifetime.

Now watch this video about the absolute marketing power

→ Continue reading:

Do You Want Jack Nicholson As Customer? [Video]

Did you ever run out of patience when dealing with an employee in a store?

+ I certainly did.
+ My wife did.
+ Even my mother who is a more shy person did…
+ And I bet you did too.

When I saw the following video I could relate to it right away. The list of incidents where companies missed out on an opportunity which I could write up is long.

Did you notice I do not automatically associate the employee for the failure. It's the boss' fault.

+ Product / Service is not a market match
+ Bad policies and procedures
+ Insufficient training for the employees
+ Hired the wrong person for that job

This video brings a bad customer to waitress (in that case) match on display.

Bad Customer Experience

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So what do you think?

+ Could you handle Jack Nicholson as customer?
+ Is your staff prepared?
+ Any other comments…?

Leave your comment, now.

John W. Furst

P.S.: Anybody knows the name of that movie?