--- title: Words Matter When Selling Logistics description: Words Matter When Selling Logistics --- - [ABOUT US](https://www.logisticsmarketing.com/marketing-communication-strategy) - [ARTICLES](https://www.logisticsmarketing.com/download-logistics-marketing-papers) - [BLOG](https://www.logisticsmarketing.com/blog) - [CONTACT US](https://www.logisticsmarketing.com/contact-us-to-make-3pl-marketing-process-better) - [860-866-6523](callto:8608666523) [![Logistics Marketing Advisors](https://www.logisticsmarketing.com/hubfs/Logistics_Marketing_Advisors%20-%20December%202019%20Folder/Images/lma-logo-472x80.png)](https://www.logisticsmarketing.com/) - [HOME](https://www.logisticsmarketing.com) - [Strategy + Brand](https://www.logisticsmarketing.com/marketing-communications-strategy-3pl-brands) - [Market Research](https://www.logisticsmarketing.com/target-marketing-research) - [Positioning and Messaging](https://www.logisticsmarketing.com/market-positioning) - [Marketing Planning](https://www.logisticsmarketing.com/marketing-plan-logistics-marketing) - [Branding](https://www.logisticsmarketing.com/branding-for-logistics) - [Advertising and Collateral](https://www.logisticsmarketing.com/marketing-communications-strategy-3pl-brands/advertising-collateral-sell-sheets) - [Inbound Marketing](https://www.logisticsmarketing.com/go-to-market-strategy-logistics) - [Content Creation](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/content-marketing-mix-for-supply-chain) - [Lead Nurturing](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/better-prospecting-with-lead-nurturing) - [Content Marketing Packages](https://www.logisticsmarketing.com/go-to-market-strategy-logistics/strategic-marketing-plan-packages) - [Digital Marketing](https://www.logisticsmarketing.com/increase-sales-with-digital-marketing) - [Website Development](https://www.logisticsmarketing.com/website-development-logistics-marketing-objectives) - [Online Marketing](https://www.logisticsmarketing.com/online-marketing-strategy) - [Website Audit](https://www.logisticsmarketing.com/logistics-website-review) - [Public Relations](https://www.logisticsmarketing.com/pr-plan-and-public-relations-services) - [Publicity](https://www.logisticsmarketing.com/pr-plan-and-public-relations-services/publicity) - [Thought Leadership](https://www.logisticsmarketing.com/thought-leadership-logistics-marketing) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. # LOGISTICS MARKETING BLOG October 30, 2015 ## [Words Matter When Selling Logistics](https://www.logisticsmarketing.com/blog/words-matter-when-selling-logistics) by [Jim Bierfeldt](https://www.logisticsmarketing.com/blog/author/jim-bierfeldt) / [No Comments](https://www.logisticsmarketing.com/blog/words-matter-when-selling-logistics#comments-listing) / Posted in [Selling Logistics Services](https://www.logisticsmarketing.com/blog/topic/selling-logistics-services), [Miscellaneous](https://www.logisticsmarketing.com/blog/topic/uncategorized) ![Jim Bierfeldt](https://www.logisticsmarketing.com/hubfs/Logistics_Marketing_Advisors%20-%20December%202019%20Folder/Images/Jim_Bierfeldt-150x150.jpg) Jim Bierfeldt is the founder and chief strategist at Logistics Marketing Advisors, a marketing firm that helps logistics businesses define and communicate their value, and then translate that value into revenue. - - - - - [mailto:?body=https://www.logisticsmarketing.com/blog/words-matter-when-selling-logistics&text=Words%20Matter%20When%20Selling%20Logistics](mailto:?body=https://www.logisticsmarketing.com/blog/words-matter-when-selling-logistics&text=Words%20Matter%20When%20Selling%20Logistics) 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](http://purplefeather.co.uk/) in the UK. [Click here to view the Purple Feather video on YouTube.](https://www.youtube.com/embed/Hzgzim5m7oU) If you think the blind man’s situation can’t be applied to selling logistics, think again. Like you, the logistics marketer, he wants to be noticed. In fact, to survive, he NEEDS to be noticed. He works in a crowded square where the targets for his message are busy people who are bombarded with thousands of competing messages daily. Are your prospects any different? He vies for donations with many others whose messages are essentially the same – “Homeless,” “Please help,” “Can’t find work.” That sameness is seen across the logistics marketing landscape, with companies promising to “optimize,” “scale,” and “streamline” your supply chain with “real time,” “end-to-end” visibility. The key for the blind man was reaching passers-by on an emotional level. With the help of a clever copywriter, he confronted them with his daily reality and forced them to empathize. He found the emotion. When selling logistics, we have to remember that, ultimately, it’s PEOPLE, not COMPANIES that buy our products and services. And people are emotional beings. Sure we consult our spreadsheets and checklists to satisfy our left brain need for objectivity and logic. But at the end of the day, we do business with people we know, like and trust. Years ago, one of the first pieces of logistics-related content I developed with an agency was a brochure for my 3PL employer (yes, brochures were actually relevant back then). The headline and payoff read: ![moth_animated](https://www.logisticsmarketing.com/hs-fs/hubfs/Imported_Blog_Media/moth_animated.gif?width=230&height=295&name=moth_animated.gif) "You're customers won't even know we're there." "But you will" "You're customers won't even know we're there." "But you will" No mention of warehouse square footage, or freight capacity, or supply chain integration, or any feature of the company’s offering. Just how working with us would make the prospect FEEL. Remember, when selling logistics, words matter. Put yourself in your prospect’s shoes, determine what need you can satisfy better than anyone else, then find the emotion. ### Related posts [Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse](https://www.logisticsmarketing.com/blog/logistics-marketing-hide-and-seek-in-reverse) October 30, 2015   /   No Comments [Why an Active Marketing Program is a Logistics Company’s Best Salesperson](https://www.logisticsmarketing.com/blog/why-an-active-marketing-program-is-a-logistics-companys-best-salesperson) October 30, 2015   /   No Comments [Marketing Logistics Services: How to Get, and Keep, Buyers’ Attention](https://www.logisticsmarketing.com/blog/marketing-logistics-services-buyers-attention) October 30, 2015   /   No Comments [Content Marketing for Logistics: Does it Work?](https://www.logisticsmarketing.com/blog/content-marketing-for-logistics) October 30, 2015   /   No Comments ### Recent Posts [![Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse](https://www.logisticsmarketing.com/hubfs/logistics-hide-and-seek-crop.jpg) Logistics Marketing has Become a Game of Hide-and-Seek – in Reverse September 29, 2021](https://www.logisticsmarketing.com/blog/logistics-marketing-hide-and-seek-in-reverse) [![Empathy is Key With Marketing Logistics Services](https://www.logisticsmarketing.com/hubfs/marketing-empathy-rev.jpg) Empathy is Key With Marketing Logistics Services December 8, 2020](https://www.logisticsmarketing.com/blog/empathy-key-marketing-logistics-service) [![Which Content Gating Strategy is Right for Your Logistics Business?](https://www.logisticsmarketing.com/hubfs/content-gating-strategy-382421741-crop.jpg) Which Content Gating Strategy is Right for Your Logistics Business? December 1, 2020](https://www.logisticsmarketing.com/blog/which-content-gating-strategy-is-right-for-you) ### Blog Categories - [3PL lead generation (2)](https://www.logisticsmarketing.com/blog/topic/3pl-lead-generation) - [Brand Positioning (9)](https://www.logisticsmarketing.com/blog/topic/brand-positioning) - [gdpr (1)](https://www.logisticsmarketing.com/blog/topic/gdpr) - [gdpr legislation (1)](https://www.logisticsmarketing.com/blog/topic/gdpr-legislation) - [Inbound Marketing (13)](https://www.logisticsmarketing.com/blog/topic/inbound-marketing) - [Logistics Lead Generation (7)](https://www.logisticsmarketing.com/blog/topic/logistics-lead-generation) - [Logistics Marketing (16)](https://www.logisticsmarketing.com/blog/topic/logistics-marketing) - [Logistics PR (1)](https://www.logisticsmarketing.com/blog/topic/logistics-pr) - [Logistics Sales (11)](https://www.logisticsmarketing.com/blog/topic/logistics-sales) - [Logistics Websites (4)](https://www.logisticsmarketing.com/blog/topic/logistics-websites) - [marketing 3PL services (1)](https://www.logisticsmarketing.com/blog/topic/marketing-3pl-services) - [Marketing Logistics (34)](https://www.logisticsmarketing.com/blog/topic/marketing-logistics) - [Marketing Metrics (8)](https://www.logisticsmarketing.com/blog/topic/marketing-metrics) - [Miscellaneous (10)](https://www.logisticsmarketing.com/blog/topic/uncategorized) - [Selling Logistics Services (17)](https://www.logisticsmarketing.com/blog/topic/selling-logistics-services) ### HubSpot Certficiations [![AgencyPartner](https://www.logisticsmarketing.com/hubfs/AgencyPartner.png)](https://www.logisticsmarketing.com/marketing-communication-strategy) [![MarketingSoftware](https://www.logisticsmarketing.com/hubfs/MarketingSoftware.png)](https://www.logisticsmarketing.com/marketing-communication-strategy) [![InboundCertified](https://www.logisticsmarketing.com/hubfs/InboundCertified.png)](https://www.logisticsmarketing.com/marketing-communication-strategy) Copyright © Logistics Marketing Advisors. All rights reserved. - [HOME](https://www.logisticsmarketing.com) - [ABOUT US](https://www.logisticsmarketing.com/marketing-communication-strategy) - [ARTICLES](https://www.logisticsmarketing.com/articles-logistics-marketing-activities) - [LOGISTICS MARKETING BLOG](https://www.logisticsmarketing.com/blog) - [CONTACT US](https://www.logisticsmarketing.com/contact-us-to-make-3pl-marketing-process-better) - [PRIVACY POLICY](https://www.logisticsmarketing.com/privacy-policy)