Tag Archives: Upbeat

How Do You Leverage Positive Marketing Instead of Fear, Uncertainty and Doubt? – Five Points

Situation: IBM and others established the value of preaching fear, uncertainty and doubtwithin their marketing campaigns – “choose IBM, the brand that you can depend on, because who knows what others will actually deliver.” A CEO asks whether it Is it still worthwhile to use fear, uncertainty and doubt, or are they better off emphasizing the positive benefits of their services and keeping their image positive? How do you leverage positive marketing instead of fear, uncertainty and doubt?

Advice from the CEOs:

  • When considering whether it is better to sell the time that your system or product is “up” or the time that it is “not down,” it’s important to understand the customer’s perspective. If they are cautious and skeptical, then fear, uncertainty and doubt may work. If they are positive and upbeat, then they will more likely respond to a positive, upbeat message. Match your marketing message to the attitude of the key decision makers within your customer companies. Learn their hot buttons during ambassadorial visits.
  • Companies sometimes use fear, uncertainty and doubt when they sell “the future.” Being “in”: if you haven’t got our product/service you won’t be with it! Insurance companies sell protection from the unknown.
  • Mix the message. Sell the positives, with an appreciation of the cost of the negatives to reinforce the positives.
  • Be the “Mr. Goodwrench” of your marketplace. Educate and reinforce.
  • Consider positive health care analogies in your marketing: Rapid Response – mimic messages from urgent care. The value of maintenance programs – mimic messages from wellness programs. Develop metrics to substantiate what your customers are hearing from your message.

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What Will You Do Differently in 2015? Six Observations

As we begin 2015 more people are feeling upbeat about the economy than they have through most of the last six years. The dollar is at new highs against global currencies. The US is approaching energy self-sufficiency. However, some still see regulatory headwinds and downsides. What do you see and what will you do differently in 2015?

Advice from the CEOs:

  • Over the last six years, software companies have seen large increases in outstanding credit to clients, combined with restrictions on clients’ credit lines available and fewer new purchases. We hope for a better year in 2015, and will focus on reducing outstanding credit to improve cash flow.
  • Cash continues to be king. B2B business sectors with good cash positions are solid.
    • If your product/service saves clients money and makes financial sense, you’re in good shape.
    • Raising money will continue to be a challenge. Investors have been focusing on accelerating deliverables, creating a difficult environment for entrepreneurs. The Wall Street Journal says that the share of people under 30 who own businesses has reached a 24-year low, referring to young entrepreneurs as an endangered species,.
  • What is your current planning horizon?
    • We continue to plan quarter to quarter. There are too many variables for a longer horizon. We pay up our credit lines, and cover multiple payrolls with safe bank deposits.
    • We are watching headcount and dollars in the bank.
    • We are communicating more with our best employees and bringing them into more decisions so that they won’t be looking elsewhere.

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