But here’s where the first link goes: A price list? We want a consistent look and feel, the same wording on a landing page as on an offer, the same pricing, the same value proposition, the same calls to action or we create dissonance. First, thank you to everyone who took The Pledge from Sally Step One. am looking forward to receiving at least 17 fewer pieces of crappy B2B direct. Sally Step Two was all about getting to the point in your email messages. Today, let’s talk about consistency. Well a good start is keeping Gidget out of the jungle. Not nice. MORE >>

You are the agency that proposes fifty Flash pages for the low, low price of just $20,000. Did you know that almost half of Canadian small businesses don’t have a website? Maybe you did know that but did you know that of the half that do have sites, many of them are complete rubbish and haven’t been updated for months or even years? There are lots of well-documented reasons why small business websites are such a sorry lot: other priorities; too busy. no idea how to build or maintain a site. not enough money to hire an expert. fear of screwing it up. You know who you are. And she’s stuck. MORE >>

As I drained the bottle, I added categories around price sensitivity, likelihood for more share of wallet and overall growth potential in their industries. I hate market segmentation. understand why we need to do it, but for B2B marketers, it’s a tedious, often fruitless waste of time. Consumer marketers get to play with demographics, psychographics and other juicy factors. We get something called firmographics, which sound more like control top hosiery than a useful way to view a market. Happily, we have wine to help us. Here is how I know that. Yes, the whole thing. MORE >>

Move on to pricing and technical specifications. Hooray! It’s Spring Break! Time to reconnect with your kids by imposing them on an airplane full of people or dragging them off to grandma’s or holding a Dora marathon in the comfort of your home. No kids? Well you can keep busy during a quiet week at the office while your co-workers’ kids experiment with shredders and glue sticks. Dedicated marketers can be forgiven, however,  if their minds wander away from picking Goldfish crackers out of the humidifier and consider more grown-up things. Oh, right. That would be teachers. MORE >>

They may just be looking for the exit but there’s a better chance they are texting someone in their vast network to find out where to buy the lame thing their lame boss just told them to price out. Do people say bad things about your company online? mean really bad things? Ugly things? Hurtful things? Do they Tweet endlessly while they wait for your customer service line to pick up? Are you getting Epic Fail awards for your shipping challenges? Reading about your products a little too often on Facebook? See,” they bleat. It’s not just teenagers and bored day traders doing this either. MORE >>