I had the great fortune about 14 months ago to meet a childhood hero of mine, Cal Ripken, Jr. at a seminar in Baltimore, MD.

As I was watching SportsCenter one evening a few days before the college football national championship game, the same reporter asked both coaches, Les Miles of LSU and Nick Saban of Alabama, in separate interview (and I’m paraphrasing), “What outside criticism has affected you and your team the most.”

It always amazes me at how few people do real, proactive marketing to trade show attendees at the events they attend. 

I catch some flack every now and again that all I show are consumer examples in this newsletter.  Frankly, that’s just not true.  A lot of examples come from my own businesses, all of which are B2B.  Given that this month’s new item is in the B2C world, I thought I’d throw you B2B’ers this one. 

Whenever you make an offer, you want it to be believable.  People are naturally skeptical, especially when it appears that an offer is too good to be true.  You’ll often hear this referred to as “reason why” copy in this newsletter.