Joseph Coplans
How to Make Your Value Tangible

Become the source of education that ensures your buyers’ survival.
When you make the problem tangible, you make your solution valuable.

Here’s what I’ve learned after 15 years of creating messaging for B2B companies.
Executive buyers want a solution. But here’s the problem: Buyers aren’t ready to change what they’re doing now. They might say they are, but they aren’t. That’s why buyers’ sales objections, if they give you any, don’t feel as if they can hold water.

How to Make Your Value Tangible
Loyalty Story
Joseph Coplans
#1 of 4: The B2B Marketer's Guide to the ...

Your intuitions about the emotional reasons why your customer buy get stronger as you learn more about the lives of your buyers. But flashes of intuition aren’t enough.

If you search harder behind the emotional curtain, then you’ll find it: you’ll discover a small playbook with the 4 major plot points that reveal what you may already know: the deeper reasons why they buy:  

#1 of 4: The B2B Marketer's Guide to the Deeper Reasons Why They Buy

How to Make Your Value Tangible

How to Make Your Value Tangible

Become the source of education that ensures your buyers’ survival.
When you make the problem tangible, you make your solution valuable.

Here’s what I’ve learned after 15 years of creating messaging for B2B companies.
Executive buyers want a solution. But here’s the problem: Buyers aren’t ready to change what they’re doing now. They might say they are, but they aren’t. That’s why buyers’ sales objections, if they give you any, don’t feel as if they can hold water.

Ink Stain Inc creates a Loyalty Story™ for American Marketing Association SF President

I am excited to announce: Ink Stain Inc has been chosen to create a Loyalty Story™ for Ken McCormick, Immediate Past President of the American Marketing Association, San Francisco (AMASF), and Founder of Visual Identity, a print media company focused on stopping customers dead in their tracks with tactile and neuroscience based print media designed to seamlessly perform in the flow of digital marketing programs.

#4: Career Trajectory Goals: The B2B Marketer’s Guide to the Deeper Reason Why They Buy

#4: Career Trajectory Goals: The B2B Marketer’s Guide to the Deeper Reason Why They Buy

When you’re engaged with your work as a marketer, you find the creative and emotional power to engage your buyers.

What engages you?

The feeling that you are on a unique pathway in marketing. You’re not just a marketer—or just any marketer—you’re a specialized marketer doing a form or style of marketing that best exemplifies your viewpoints and talents. Helping your buyers who have a specific career trajectory in mind succeed will also help you stay engaged as an outstanding marketer. 

#2 of 4: Innovation Goals: The B2B Marketer's Guide to The Deeper Reason Why They Buy

#2 of 4: Innovation Goals: The B2B Marketer's Guide to The Deeper Reason Why They Buy

An Innovation Goal is when you mastermind and provide a breakthrough for your buyer that puts to work the deeper knowledge they have about their own industry. Since not all knowledge is knowable at once, your customers need your help identifying and putting to work the embedded knowledge they have about how they help their buyers.

#1 of 4: The B2B Marketer's Guide to the Deeper Reasons Why They Buy

#1 of 4: The B2B Marketer's Guide to the Deeper Reasons Why They Buy

Your intuitions about the emotional reasons why your customer buy get stronger as you learn more about the lives of your buyers. But flashes of intuition aren’t enough.

If you search harder behind the emotional curtain, then you’ll find it: you’ll discover a small playbook with the 4 major plot points that reveal what you may already know: the deeper reasons why they buy: