Selling has changed. There was a time when selling was largely about finding a prospect, presenting a product, explaining its features and trying to convince the person to buy. The salesperson controlled most of the conversation. The customer was expected to listen, evaluate the pitch and eventually make a decision. Today, that approach feels increasingly outdated. Customers can research alternatives in seconds, compare prices, read reviews, watch demonstrations and ask other people for recommendations before they ever speak to a salesperson. By the time a company approaches them, they may already know more about the category than the salesperson expects. This is where frictionless selling becomes important. The objective is not to push someone harder toward a purchase. It is to make the journey from recognising a problem to considering a solution to taking action feel natural, relevant and easy. Selling is not about reaching everyone One of the first mistakes businesses make whe...
A product can be brilliant and still struggle to make money. It can have a strong team behind it, impressive technology, a beautiful interface and a genuinely useful set of features, yet somehow remain stuck in the cycle of launches, campaigns and short bursts of sales. The problem is often not the product itself. Sometimes, the problem is how the product is being communicated. This is where writing becomes an underrated part of product marketing. We often think of writing as something that comes after the product is built. The product team builds the product, the designers create the interface and then the marketing team is asked to "write the copy." But good product writing is not decoration added at the end. It is part of how the market understands the product in the first place. If people don't understand what your product does, why it matters or why they should trust it, the product has already lost a significant part of the battle. A product does not sell itself...