If you're not already hooked in to Seth Godin's blog, what are you waiting for?  He's a genius through his consistently insightful discussions on the basics of marketing.  He is extraordinary.  www.sethgodin.com

One of Seth's recent blogs had to do with classification of the B2B world into three main groups.

  1. People who can say YES.
  2. People who are only authorized to say NO.
  3. People who don't have the authority for a YES or a NO.  These are stallers.

We recently discussed the implications of Seth's segmentation on the John Adam Show www.thejohnadamshow.com.  It's important.

Any good marketing initiative recognizes that the primary target is the YES group.  Why attract people who will kick our idea down the road for months and years without making a decision?  That's no fun.  At least if it's a NO person we might hear an answer.  Too often companies can waste way too much time on tire kickers and "NO" people when the time is much better spend on the YES men and women.

So who are they?  What's their title?  What do they aspire to in life and in business?  What are their pain points and what types of solutions do they need and want?  Getting your brain around all this is part of the secret sauce of marketing.  Once you know all that, you're ready to find a message that attracts their attention to engage in a conversation.

Conversations with YES men and women is invigorating!  Improve your marketing ROI by focusing on the possibilities of a YES.

All the best, Doug

Doug Bruhnke
Growth Nation
Scottdale, AZ USA