Category Archive for ‘uncategorized’

Content Marketing for Logistics: Does it Work?

See this image? It’s a choice that our prospects face every day as they look for solutions to problems. Which direction would you take? Which direction would your prospects take? Lots of companies want to engage in a sales discussion. But fewer simply offer to help with useful information aimed at solving a common problem.

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Logistics PR Opportunities: Avoid “Pay for Play” Ploys

The email may start out something like this: “XYZ Logistics has been identified as an innovative logistics provider that we would like to feature in an upcoming issue of INDUSTRY WORLD (I made up this name) – a magazine aimed at CEOs and senior operations executives…” The email is typically sent to the CEO of

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Logistics and the Hard Sell

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

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Lead Generation for Logistics: The Fad Diet Approach

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. Often,

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Selling Logistics: The Challenger Strategy

Let’s say, instead of marketing and selling logistics, you sold office furniture. Your current challenge: set up sales visits with local office managers. Should be easy, right? Your company has a very large selection of chairs, desks and other office equipment, maybe the largest, and your prices are extremely competitive. But your calling efforts are

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Words Matter When Selling Logistics

When selling logistics services, do you ever wonder if the words you use in your sales and marketing materials really matter? Check out the video below, courtesy of our friends at Purple Feather in the UK. Click here to view the Purple Feather video on YouTube. If you think the blind man’s situation can’t be

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Marketing Logistics: Would You Rather Be Liked By Many, or Loved By a Few?

This week’s blog poses a philosophical question: Would you rather be liked by many, or loved by a few? For humans (statistically, still the majority of this blog’s readers), the answer would likely be love and the rewards that come with these deep emotional bonds. Okay, for freight brokers and some transportation companies, it might

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Logistics Writers: why you want your first draft to suck

As marketers and logistics writers, we like to think we can churn out some pretty, polished prose. Even stuff with alliteration. But that’s not what matters most. What matters most is the IDEA, and whether the reader can feel the emotion behind the thought (and continue reading beyond the fourth sentence). Passion before polish. Logistics

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Are Logistics Conferences Worth the Marketing Investment?

One of the questions I get most often about marketing for logistics businesses is about logistics conferences and trade shows. Are they worth the cost to participate? And no wonder. Add up the conference registration, airfare, hotel and rental car costs and you’ve got a pretty chunky per-person investment – a cost which gets even

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How are vaccinations like knowledge marketing?

Did you know that most vaccines contain a little bit of a disease germ? Having this germ inside your body triggers your defense system to build anti-bodies to fight off this type of germ. You fight the disease by exposing yourself to it, in a small way. Knowledge marketing, or content marketing, works in a

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