Articles by Perry Rearick

  1. Should Your Messaging Appeal To Your Target Audiences' Fears Or Opportunities? 8/5/2024

    Our fears are rooted in our survival DNA and messages that appeal to our fears “get our attention.”

  2. So You're Building Awareness, But Of What? 7/29/2024

    I’ve lost count of the companies who have told me the objective of their marketing campaigns is to build awareness. Using “awareness” to describe marketing is as inevitable as the US female gymnastics team having a group hug after Simone Biles’ floor routine. But my question is always, awareness of what? 

  3. Bridging The Gap Between Ordinary And Extraordinary! 7/1/2024

    My old friend Steve Warnstadt recently shared something with me that was extraordinary. Steve and I served together in the Army over three decades ago. He is one of those guys who can offer philosophical-level logic under the most chaotic circumstances, like combat. His observations often had a calming effect when things were anything but. When Steve shares his thoughts, I listen!

  4. Conducting Failure Analysis Before The Failure 6/25/2024

    Sales Nobel laureate, Nicholas Read is a great advocate of conducting a failure analysis before the failure occurs. What does that mean for sales?

  5. I'd Like Several Thousand MQLs On An ABM Platter With A Side Of Social Media Please! 6/17/2024

    Does your B2B media buying strategy sound like you’re ordering food from a restaurant when you’re not sure what you want, and the menu is filled with confusing jargon. You’re not alone!

  6. Using Optimism To Help Achieve Your Goals! 6/7/2024

    Long before Lindsey Vonn and Mikaela Schiffrin, there was Billy Kidd. Billy, along with teammate Jimmie Heuga, were the first Americans to ever win Olympic medals in alpine skiing. Billy Kidd loves skiing, and he has a contagiously optimistic spirit. But passion and optimism alone weren’t enough to win championships and earn legendary status.

  7. Are You Suffering From Happy Ears Syndrome? 6/3/2024

    Happy ears syndrome is the tendency to only hear what we want to hear. It is often associated with salespeople but all of us can be inflicted with this problem much to the detriment of ourselves and our organizations.

  8. Connecting Target Audience, Messaging, And Outcomes: Lessons Learned From A Military Deployment! 5/28/2024

    In the mid-1990s I found myself in Kuwait, a common deployment destination at that time. It was neither my first nor last time there, but it was the only time serving as an Army public affairs officer. It wasn’t something I had much experience with and the learning curve was steep.

  9. Xfinity's “The Aviators”, Who Is The Hero In Your Stories? 5/17/2024

    May is Military Appreciation Month in the United States with Memorial Day on the 27th. It is a month when patriotism is often prominently featured in advertising and every once in while someone creates something that is nothing short of awe inspiring 

  10. Is Your B2B Sales Follow-Up Just All About The Benjamins? 5/10/2024

    Digital content marketing delivers an abundance of actionable data on buyers that is built on a common foundation of information that boils down to a person who has engaged with a piece of marketing content. It you're on your game, it includes the person’s name, where they work, their title, geographic location, the content they accessed, and their contact information. And therein lies the problem. Sales teams, and marketers too, fixate on the contact information like a heat-seeking missile.