Greg Setter

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Articles

Make Your Brand’s “Voice” Distinctive

Jul 18, 2024 | tricomb2b.com | Tom N. Tumbusch |Greg Setter |Joshua McGee |Kayla Bradstreet

Good brands pay close attention to visual elements like their color palette, font choices, the types of images they use, and so on. Elaborate guides are created to ensure every designer knows how these details should and shouldn’t be used. Great brands go a step further — not only by defining how they look, but also how they sound. Their copy is carefully written to create a consistent reader experience every time you encounter their messaging. A good brand voice is rarely an accident.
That’s (In)Credible! - Establishing Authority in New Markets

May 6, 2024 | tricomb2b.com | Tom N. Tumbusch |Hannah Eisenhauer |Greg Setter |Ashley Huddleston

B2B buyers are often reluctant to change, especially when they’ve invested in a solution they’ll need to replace. If you’re challenging entrenched competitors, your clients will need strong and compelling reasons to switch. The solution is simple: give them d@mn good reasons. Forget about your offering’s features. What makes it relevant to your target audience? Don’t settle for asking why they should care. Why should they care passionately?
6 Ways to Get the Most From Your Agency

Mar 5, 2024 | tricomb2b.com | Greg Setter |Tom N. Tumbusch |Ashley Huddleston |Scott Rogers

It can be tempting to look upon your agency as an “execution house” that adds snappy headlines and pretty graphics to your ideas on an as-needed basis. However, a good agency will want to go beyond a purely transactional relationship. They’ll prefer to take a more strategic approach to your vision and get to know you well enough to help you succeed. As I had mentioned in an earlier blog, it’s worth cultivating this type of partnership because everybody wins.
To Agency, or Not to Agency: That Is the Question

Nov 13, 2023 | tricomb2b.com | John Buscemi |Michelle Crawley |Joe Gauder |Greg Setter

Throughout my career, I’ve seen many companies attempt to create in-house groups designed on an agency model. Although there are some situations where this can make sense, I’ve also found that many organizations don’t always think the whole process through. I have a balanced perspective on the “build or buy” question because I’ve been on both sides of the bargaining table.