THE LATEST: Do NOT Attend INBOUND This Year

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I'm actually being serious…to a degree.

Hear me out.

For years, I've had marketers tell me, "Marcus, I believe in inbound, I believe in They Ask, You Answer, but I just can't seem to get leadership to feel the same way."

And although there are various responses to statements like these, here's one that so often occurs:

Me: "Do you generally attend at least one marketing event per year (like INBOUND)?"

Marketer: "Yes."

Me: "And how often does someone on your leadership team, especially your CEO, attend these types of events with you?"

Marketer: (grits teeth)

You see where I'm going with this, don't you?

Here's the thing — it's great if you attend a conference this year that makes you a better marketer.

But if your CEO or leadership team doesn't catch the same vision, you'll simply be met with resistance the day you return back to the office.

Many of you reading this right now are even nodding your head, as you've lived this many times before.

Remember: It's MORE important that your CEO attends INBOUND than ANY person in your company.

As the saying goes, "You can be a prophet to the world, but no one will listen to you in your hometown."

In other words, just because you're a great marketer doesn't mean you'll be able to convince others on your team of that which you know to be true.

It's the curse of being a prophet in your hometown.

So send them to INBOUND.

And hopefully, while they're there, they'll be attending my session. 😉

I read so many brand articles, and it's stunning how they lack the right tone (friendly, warm, trustworthy) with their content.

One of the simplest ways to turn this around is how you START your articles (or videos).

I suggest a simple pattern:

Are you experiencing (asking/searching/frustrated with/etc.) ________________?
We get it. In fact, this is something our customers at (your company) come to us about all the time.
So in this article (or video), we're going to honestly and transparently answer the question of _________________, and hopefully by the end you'll now know exactly how to ________________.

Are you picking up on the relaxed tone?

Start with a question.
Get them to nod their head.
Let them know they're not alone.
Tell them there is hope and you're going to guide them through the process.

It's like the hero's journey.

Except in one paragraph.

Cool, huh?

Little things like this can add a lot of soul to your content — and voice — my friends.

94% of ALL sales teams are NOT ready for the looming recession.

(Source: I'm actually making up the number. But I really do believe it's true. Too many teams have essentially "lost their edge" since COVID, as I'm seeing the problem everywhere. And btw, this is a problem we solve at IMPACT with some seriously powerful and world class Sales Training, so reach out to us if you'd like to discuss further.)

To You Becoming the Person You Were Meant to Be,