Skip to main content



We May All Need Fancy Marketing Soon, a.k.a. Distinguish or Perish (in the Battle of Quotes)

They say 'diversify or die'. Today I want to say 'distinguish or perish'.

Clients, even consumers, already mail 20 providers in BCC, asking for a quote, then pick the cheapest or the best blend, according to them. Which is usually very different from what a choice based on professionally relevant criteria would be.

The cheapest is something you can't help, unless you want that to be you. And you don't, because someone's always going to work for exposure or experience if it comes to it. Or for fun. You can't possibly be the cheapest unless you pay them.

But you can help the best blend. The blend is a sweet spot. The sweet spot where supply best meets demand, or so the client thinks. The best fit.

By saying more about yourself, accurately and in an encouraging way if you can help it, you can't convince mass askers. Not often at least. But you can persuade people away from masking. Or you can convince them before they mass ask.

You can make them think …

Latest posts

Reading Copious Briefs and Reference Materials Shouldn't Be Free of Charge!

100% Quote Acceptance Is Bad

It's Good to Cut Down on 'No' and 'If', up to a Point

Don't Flat Out Refuse to Negotiate

Mercy to the Wolf Is Cruelty to the Lamb

Non-Financial Terms

Your Someday Terms

Limits of Flexibility

Don't Immediately Concede a Discount Just Because the Client Complains (and Seems to Expect One)

Why It Is OK to Limit Liability (12 Pointers)