B2B sales is hard.
It’s even harder when no one has heard of you.
This ad may be over 60 years old, but it says everything about the importance of brand awareness in B2B:
“I don’t know you.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now – what was it you wanted to sell me?”
Moral: Sales start before your salesman calls – with business publication advertising.
Found in Ogilvy on Advertising:
