Written by Amy Rowe

Kudos to Scott Flood for a great columun this week in Indside Indiana Business.

It begins with a story, many marketing professoinals can relate to: “The business owner stared at me through steel-blue eyes, his lower lip quivering in something like suppressed rage or unbridled contempt. I had just committed a cardinal sin: I had suggested that he might be wrong”

It ends with an action item for every business owner: Go beyond stereotypes to understand what makes your customer tick. Their hopes, their dreams, and most important, their fears.  Look beyond facts about your products and talk about what they’ll do for your customers at an emotional level.

Words to live by!