The Idea Is Worth More Than The Information (Part 2)- Adult B2B Marketing Tip

THE IDEA IS WORTH MORE THAN THE INFORMATION - Part 2


The Advice Slant

So how do we know when to use this particular slant? You would want to use this slant in the following situations:

• The prospect is faced with a new situation or twist on a situation.
• He/she doesn’t know what to do and is faced with a decision.
• He/she lacks information or has very little information.
• He/she needs opinions and options upon which to judge.
• He/she is actively searching for information and getting some but not all.
• The outcome is important, but perhaps not absolutely critical.
• The information you have is not necessarily negative or positive – perhaps more directive.

You really don’t have to be super inspired to choose the right slant. Just fit the situation to the bill, so to speak. As long as you have some of those situations, you can and should choose this slant.

For example, you are a chimney sweep company. They are a service so you could default to the Advice Slant right away. But let’s describe the typical prospect’s situation first.

• The typical prospect has never had a chimney sweep come to the house.

• The typical prospect has never seen marketing for a sweep or if they have, it was a postcard with the usual menu style information.

• Chimney sweeping is not a familiar service, most people don’t know a sweeper personally nor have they ever really thought about it.

• The outcome, if your chimney is blocked, is pretty important. You can’t light a fire until you get the problem fixed.

• The prospect might not know exactly what the problem is and he/she needs some additional information.


Does that sound like a reasonable situation? Perhaps those of you in the Northern U.S. or other cold weather climates would be more familiar, but overall the situation stands. If so, the Advice Slant would be perfect.

More on this tomorrow.

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