Framemaking

We are reading “Framemaking” by Brent Adamson and Karl Schmidt. 

The premise: B2B sales have ballooned in complexity and time to close (if they close at all). Largely because buyers have lost confidence … not in sellers, but in their own ability to make the right decision. 

We’re diving deeper into the approach, but it’s compelling enough to take some immediate action. We are taking two Framemaking concepts into the work we do for clients, starting with this one:

Make it easy – not the classic “make it easy to do business with us”, but make it easy to make a decision. This starts with the content: saying less with more. Do one more round of edits on assets, with the sole purpose of removing words. Take this further: pare down the number assets required to deliver the message. For example, CustomCut: leveraging an existing asset.