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Stiennon • 6 years ago

Great advice John! You should write a book. :-)

Rebecca Kline • 5 years ago

Breath of fresh air! I read a stat recently from TechTarget that something like 67% of security buyers don't know what category of product they are buying until time of purchase. And on calls we hear this again and again. Market confusion by flood of products, confusing value props and plenty of "next gen".

I feel for the buyer.

Ed Adams • 6 years ago

Great article, John. It reminds me, as a leader of a security vendor, to keep things simple and make our messages contextual. I am sending your letter to my management team -- good stuff. Thank you.

Flaberella Flavenstein • 6 years ago

Best advice ever from a buyer.

Kyle Vanderzanden • 6 years ago

Great article. What would you title the subject line for this email to your prospects?



Vic Wheatman • 6 years ago

Good stuff. It's hard not to become skeptical and cynical. But sometimes someone has "something" that just might, with a little work, solve a problem, help the company save money, or help a company make money.