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@Richard - thank you. Good luck on the credit card call. Stephen is onto something, I'm quite sure of it. He is one of the smartest marketers I have met.

@Stephen - complexity is hard to sell. I am liking that idea of completion. We used to call it not leaving a sale on the table in ag. Often all that is needed is to answer the "so what?" implied in the mind of the buyer. Yes, let's.

Valeria: glad it resonated with an "expert" audience.

I've been creating a grass-roots campaign for a complex client and have had a lot of fun finding new applications for 'creating experts.' Too often, we stop short of our goals -- we introduce ourselves, possibly get an audience, and then run along, leaving our newly won prospect to revert back to email and voice mail. They forget about us quickly because they don't care about us as much as we think we care -- however temporarily -- about them.

This is as much about *completion* as it is about *conversation.* Complete the introduction, finish the job of introducing your brand, change their behavior. Don't just say hi -- go ahead and sweep them off their feet, now and for years to come.

Let's catch up soon --


Always great content. I enjoyed Stephen Denny's inclusion ; the 21 secrets; and agree that front-line communication (including blogs) are often where the customer is lost, if not won.

You know, I have faith that I will one day receive a call from a credit card company just to say "Hey, we've reduced your rates because you're a valued customer." I won't hold my breath though, just in case.


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