LOGISTICS MARKETING BLOG

Logistics businesses are getting wise to the idea that “helping” is the new “selling.” When marketing for logistics, more and more educational content is being created that aims simply to make prospects smarter.

You’re at a good friend’s house party. It’s Friday night and you want to relax and unwind after a long, hard work week.The host introduces you to someone and walks away.  You share a laugh and some small talk with your new acquaintance during a casual five-minute discussion. Then the person says: “Hey, it seems we have a lot in common.  Will you be my friend?”

With the New Year approaching, many of us (including me) will resolve to lose weight.  Some will take the slow, steady route, while others will look for fad diets to get them there faster and easier. I find the quick-fix approach to weight loss very similar to the approach to lead generation for logistics businesses.

Let’s say, instead of marketing and selling logistics, you sold office furniture. Your current challenge: set up sales visits with local office managers.

Einstein once said “If you can’t explain it to a six-year-old, you don’t understand it yourself.”

For many years, I worked at an advertising & public relations agency. I was a “suit,” not a “creative.” In other words, I managed the clients and provided input to the art directors and copywriters, who translated this input into ad concepts, slogans and commercials. The magic.

When selling logistics services, do you ever wonder if the words you use in your sales and marketing materials really matter?

Let me tell you about two meetings with two separate logistics companies.

This week’s blog poses a philosophical question: Would you rather be liked by many, or loved by a few?

As marketers and logistics writers, we like to think we can churn out some pretty, polished prose. Even stuff with alliteration.