Most people think that to get ahead of your business competitors, you need to give customers the latest, the most innovative, the most groundbreaking etc, etc. You don’t normally think of marketing anything that’s common knowledge.

The thing with common knowledge though is that it’s still being sold. A good example would be kindergarten. Toddlers are the best proof you have that not everyone knows how to read. You can extend this to other subjects that are unfamiliar to your prospects even though they may be common knowledge elsewhere. Sometimes your B2B marketing strategy works best when you go back to basics instead of striving so much to tell them something new:

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