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Hello and welcome to the 141st edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

In school, I was about as average as it gets by Indian standards. Not at the top, not at the bottom — just comfortably in the middle.

I attended a boarding school with dreams of joining the army. (Spoiler alert: it didn’t happen).

By the time I was ready for college, I was feeling pretty directionless.

Then, like so many of us - Indians, a well-meaning uncle stepped in. “Do Electronics and Communications Engineering,” he said. So, that’s what I did.

But here’s the kicker—I had no clue what it actually meant, or where it would take me. Even after I graduated with an engineering degree, I was just as clueless, maybe even more so.

It was 2006, and back then, all the hot jobs seemed to be in Software Engineering. My friends convinced me that I should learn to code and go for one of those positions. So, I did what any confused recent grad would do—I dove in headfirst. I picked up C++, JAVA, Unix, took some tutorials on the side, and thought, Okay, maybe I’ve got this.

I applied for Software Engineering roles, and after a bunch of rejections, I landed a job at Verizon.

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Now, here’s where things got real. I was suddenly surrounded by IIT graduates (India’s Engineering IVY League) — the best of the best. These guys were coding powerhouses, and I felt like I was drowning. While I was still wrapping my head around the first draft of code, they were already 1000 lines deep.

The struggle was real. My team lead started giving me the easier, low-stakes tasks, while the others tackled the complex stuff. It was clear—I was behind, and I knew it.

But, here’s the thing—I’m stubborn. So, I swallowed my pride and asked for help. My team lead tried to guide me, but what I really needed was intense, hands-on mentorship. So, I stayed late, grinding, trying to get better.

14-16 hour days became my norm. I was usually the last one to leave the office.

But there was this other team that would also work late, and their manager, who had just moved back from the U.S., always stuck around with them.

One day, that manager came over to my desk. He introduced himself and asked, “Why are you here so late every day?”

I explained that I was trying to keep up with my team, learning to code, and putting in extra hours so I didn’t get left behind. For some reason, he liked my hustle. He asked if I’d like to join his team, which was working on a mission-critical project [Spoiler Alert: It was Verizon’s FIOS TV].

I gave him one condition: “If your team lead is willing to mentor me and really help me grow, I’ll join. Otherwise, there’s no point.”

He didn’t hesitate. He called his team lead into the office, shook my hand, and said, “Welcome to the team.”

That decision changed everything.

This new team lead sat with me, explained the requirements, and even wrote pseudocode so I could grasp the concepts before diving into real coding.

Within a month, I was writing thousands of lines of code on my own and building software modules from scratch.

This experience taught me a few life-changing lessons:

1. Great leaders spot potential before anyone else does.

2. The right mentor at the right time can completely alter the course of your career.

3. There are no shortcuts. Mastery takes time, effort, and countless repetitions.

These principles became a core part of how I have operated throughout my professional life.

There is always a metrics that I carry for myself when I hire someone under me on my teams i.e. helping them grow professionally through whatever guidance they need.

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Unlock the Power of Writing in B2B Marketing: Insights from Shaan Puri & Sam Parr

As B2B marketers, we constantly aim to connect with decision-makers, influence buying behavior, and drive results. But how can you achieve this at scale? The answer lies in writing.

Writing isn’t just about churning out blog posts or newsletters; it's about persuading your audience with clarity and purpose. Let’s dive into key strategies from the minds behind the My First Million podcast, where Shaan Puri and Sam Parr shared their three-step writing framework that helped them build $10M+ newsletters.

Why Writing Matters More Than Ever for B2B Marketers

Writing is the engine behind persuasion at scale. A single well-written piece can influence hundreds or even thousands of potential clients. It’s an opportunity to persuade, clarify your thoughts, and even spark new ideas. Let’s break this down further:

- Persuasion at Scale: Writing enables you to persuade large audiences with just one piece of content. In B2B, this means nurturing leads, building trust, and guiding potential clients down the funnel with a single newsletter, email, or article.

- Enhanced Clarity of Thought: Writing forces clarity. When your writing is concise and clear, it’s easier for your prospects to understand the value your company brings. Clear writing equals clear thinking!

- Idea Generation: The process of writing itself can lead to your next big idea. Ever had an "aha moment" while drafting an email or blog post? That’s the power of writing in action.

The 3-Step Writing Framework

1. Before You Write a Word

Good writing starts before your fingers hit the keyboard.

- Begin with the End in Mind: Ask yourself: What emotion do I want to evoke? What action should the reader take after this? What is the ONE key takeaway I want them to remember? For example, in a B2B email campaign, your goal might be to get prospects to book a demo. Make sure your content drives toward that goal from the start.

- Craft a Compelling Headline and Subheadline: You have seconds to grab someone’s attention. Your headline should pique curiosity, and your subheadline should tell the reader what to expect. A tip here: keep a list of compelling headlines you see in your industry and build your own "swipe file" for inspiration.

- Unlearn School Writing Habits: Forget academic writing. In the world of B2B, long-winded paragraphs and big words only create friction. Aim for a 5th-8th grade reading level. The simpler and clearer, the better.

2. The Drafting Stage

This is where many marketers get stuck, but remember, done is better than perfect.

- Embrace Imperfection: Your first draft should be messy. Just get the ideas down! It’s tempting to edit as you go, but resist the urge. Think of your first draft as a brain dump—you can clean it up later.

- Copywork as a Warm-Up: Spend 10-15 minutes copying out writing you admire. It might sound tedious, but this exercise can improve your understanding of pacing, tone, and flow.

3. Incubation and Editing

The magic happens in the editing stage.

- Incubate Your Draft: After your first draft, step away. Let your brain process the content subconsciously. You’ll be surprised how much clarity and perspective a short break can provide.

- Embrace Editing: Editing is where good writing becomes great. Remove filler words, clarify your points, and ensure the writing flows logically. B2B readers are busy; they’ll appreciate your concise, direct approach.

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Additional Writing Tips to Elevate Your B2B Marketing

- Don't Bury the Lead: The first sentence is your chance to hook your reader. Start with the most compelling point. In B2B, this could be a startling statistic or a direct reference to your client’s pain point.

- Mind the Curiosity Gap: Keep readers engaged by sparking curiosity. Drop hints throughout your writing that compel the reader to keep going. For instance, in a case study, hint at the results early on but save the full details for later.

- Write Like You Talk: Avoid corporate jargon and write conversationally. You want your prospects to feel like they’re having a conversation with a trusted advisor, not reading a sales pitch.

- Write to One Person: Imagine you’re speaking directly to one ideal customer. This personalization makes your writing feel more engaging and tailored.

- Use Short Sentences (Mostly): Short sentences keep the reader moving, while longer sentences can be used to build up tension or explain complex ideas.

- Embrace Storytelling: Stories are memorable. In B2B, storytelling could involve framing your value proposition through customer success stories. Make it about real people and real problems solved.

- Establish Stakes: Why should your reader care? What’s at stake if they don’t act? Whether it's missing out on increased revenue or losing a competitive edge, make it clear.

Key Takeaways for B2B Marketers

- Invest in Your Writing Skills: Good writing can be the difference between your prospects hitting "reply" or moving on to the next vendor. It’s worth spending time improving this skill.

- Keep it Simple, but Engaging: Forget what you learned in school about writing. In B2B marketing, simple, clear, and direct communication wins every time.

- Experiment with Techniques: Use copywork, build a swipe file, and focus on editing to improve your writing over time. Your audience will notice the difference!

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Unlocking Lead Generation: The Power of Scorecards & Waiting Lists in B2B Marketing

As B2B marketers, we’re always on the hunt for innovative ways to generate leads and attract the right clients. But how can you do this while commanding higher prices and working with clients who truly value your expertise? Let’s dive into two powerful strategies— scorecards and waiting lists.

Why Demand and Supply Tension Is Your Secret Weapon

We’ve all heard the phrase "supply and demand." It’s an age-old economic principle, but it’s more relevant to B2B marketing than you might think. Creating tension between demand and supply is key to positioning yourself as a premium provider, and here’s why:

- Scarcity Drives Value: Think about it like this—diamonds are expensive because they’re scarce, while water, though essential, is cheap due to its abundance. In your business, when clients perceive that your availability is limited and your services are in high demand, they’re more willing to pay a premium.

- Climbing the Client Pyramid: Not all clients are created equal. While some see your value and are willing to pay for it, others are more price-sensitive. The trick is to build strategies that attract clients at the top of the pyramid—those who recognize your value and are willing to invest in it.

- Limited Capacity: Every business has a limit to how much they can take on. By clearly communicating your limited availability, you naturally create a sense of urgency and exclusivity, making clients feel they need to act quickly to work with you.

Strategy 1: The Power of Waiting Lists

Waiting lists aren’t just for concert tickets or exclusive events; they’re a game-changer in B2B marketing. Here’s how you can use them to create demand:

- Create Scarcity: By introducing a waiting list, you signal to potential clients that your services are in high demand and there’s limited availability. This makes your offering more desirable. It’s a psychological trigger—people want what they can’t easily have.

- Be Transparent About Demand: Share metrics like how many people are on your waiting list versus how many slots you have available. This honesty fuels anticipation and drives urgency.

- Go Beyond Basic Contact Forms: A waiting list should do more than collect names and emails. Ask 5-6 qualifying questions that help you identify serious clients and filter out those who aren’t a good fit.

- Example to Follow: Look at Glastonbury Festival. Even without announcing their lineup, the event sells out in minutes due to limited tickets and a massive waiting list. By creating that same sense of scarcity in your business, you can build hype and interest for your services.

Strategy 2: Scorecards & Assessments – The Diagnostic Approach

Imagine going to a doctor. The first thing they do is assess your symptoms before giving you a prescription. Why? Because a proper diagnosis builds trust. The same logic applies in marketing. Here’s how scorecards can help:

- The Power of Diagnosis: Rather than jumping straight into selling, let potential clients assess themselves. Scorecards allow them to see where they stand, which builds their trust in your expertise before you even offer a solution.

- Provide Immediate Value: Whether free or paid, scorecards deliver insights clients didn’t know they needed. This positions you as an expert and filters out leads that aren’t ready or a good fit.

- Types of Scorecards That Work:

- Readiness Assessments: Think of questions like, "Are you ready for a digital transformation?" These prompt clients to evaluate whether they’re truly prepared to invest in your services.

- Type Assessments: Help clients categorize themselves, such as "What type of business leader are you?" These assessments give clients clarity and guide them toward specific solutions you offer.

- How to Set Up a Scorecard Campaign:

- Landing Page: A professional, authoritative landing page is key. Include testimonials and benefits to encourage participation.

- Questionnaire: Aim for 30-40 targeted questions that gather key information about the client’s challenges and goals.

- Results Page: Give clients a personalized score and recommendations, like articles, videos, or further consultations that will move them closer to solving their problems.

- Tools for Scorecards: Tools like ScoreApp.com make it easy to create and manage scorecard campaigns, with AI features that can automate much of the process.

Key Takeaways for B2B Marketers:

1. Create Demand and Supply Tension: Leverage scarcity by using waiting lists and clearly communicating your limited capacity to clients. The goal is to attract high-value clients who are eager to work with you.

2. Don’t Wait for Clients to Come to You: Take a proactive approach to lead generation. Scorecards and waiting lists are tools that position you as an expert and build a steady pipeline of qualified leads.

3. Be Selective About Your Clients: Not every lead is a good fit. By qualifying clients through scorecards and waiting lists, you can focus on those who value your expertise and are willing to pay for it.

4. Scorecards Are a Powerful Lead Qualifier: By offering an assessment first, you build trust, demonstrate value, and engage potential clients in a meaningful way before the sales conversation even begins.

5. Leverage Technology for Scale: Tools like ScoreApp can simplify the process of building scorecards, giving you more time to focus on delivering value to your clients.

Don’t wait to implement these strategies. Start creating demand today by adding waiting lists and scorecards to your lead generation playbook. You’ll be amazed at how these simple tools can elevate your brand and attract the clients you want to work with.

Interesting Thing That I Noticed This Week

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This concludes this edition of Fresh Salmon.

Do what is good for your soul ❤️

All the best,

Vivek