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Why Your Blog Needs More Than One Author


You wouldn’t expect The New York Times or The Huffington Post to only feature articles from one writer would you? Publications like these clearly benefit from having multiple voices that can offer different perspectives and appeal to different parts of their audience. And yet, too many brands assume their content creation can and should be […]

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4 Questions for an Awesome Pricing Strategy

Three dollars for real maple syrup. On a supermarket shelf, that’s not a bad deal. On a restaurant menu, next to some pancakes or waffles… a little less appealing. My summer travels have brought me face to face with this “extra” line item several times. I haven’t sprung for it, although sometimes it has made […]

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We’re All Storytellers: What the Rise of Content Marketing Means for Your Product Organization

Content marketing may not have replaced social media just yet, but it is quickly becoming one of the most popular ways for companies to connect with customers and prospects. Massive budget dollars are now being slotted for this channel that barely existed five years ago. While the action may be happening in the marketing department, […]

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Quit Talking About Features & Start Talking About Benefits

No business is immune from living inside its own echo chamber where their world starts revolving about their own product or service. This can lead to lots of unfortunate side effects, but one of the most common is to focus its messaging and sales efforts on “features.” The problem is that most people don’t care […]

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Let Your Customers Do the Talking: Creating and Leveraging Great Case Studies


There is nothing more convincing to a potential customer than hearing about the success someone else has had with your product or service – it’s way more believable than anything your sales or marketing team can come up with on their own. This presentation gives you the steps to create an effective case study and […]

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How to Optimize Your FAQ page

Companies obviously prefer to have salespeople closing deals and sales support staff answering every possible question with the latest and greatest data delivered with a positive spin, but the lowly FAQ page is a critical stop in the path to purchase for many prospective customers. There’s plenty of reasons a prospect might be spending time […]

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5 Tips for Avoiding Promotion Fatigue & Regret

With the holidays upon us and retailers filling up our inboxes, there’s no better time to consider how sales can turn customers off… If your email address isn’t brand new and you have bought a few things online, you have inevitably found your inbox increasingly populated by promotional offers from retailers. Offers in and of […]

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Why We Can’t Wait for Companies to Tell Us About New Stuff We’ll Never Buy

What makes us devour the specs on the latest releases from some companies while ignoring others? On October 9th, Elon Musk told the world about the latest and greatest Tesla model. It will sell for more than $120,000 – three times the average sale price of new cars in the U.S. and nearly ten times […]

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Don’t Be Afraid of Comparison Shoppers

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Showing how solutions stack up helps everyone involved, especially when compared to industries where it isn’t available. Since the best time to evaluate a summer camp is to see it when kids are actually there, this is a busy time of year for parents of prospective campers. We find ourselves in that boat as next […]

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Safe Assumption: Your Customers Aren’t Paying Attention

Just because your customers are buying from you, it doesn’t mean they know what else you have to offer. Last week the president of GameStop, the leading brick-and-mortar video game shop in the U.S., announced something pretty surprising: “Believe it or not, only 40 percent of the people who walk into a GameStop store today […]

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